No Surprise, Smartphones Have Become A Staple Of The U.S. Media Diet, Finds Nielsen
April 27, 2016 at 5:15 AM (PT)
When it comes to technology, sometimes there is a world of difference between wanting something and actually needing something. In the case of smartphones, the devices’ ubiquity in terms of U.S. penetration of 82% and cross-platform functionality definitely put them in the latter category.
According to NIELSEN’s fourth-quarter 2015 Comparable Metrics Report, smartphones across all adult demographic groups are the most used platform, in terms of days per week among users of each medium -- with adults 18+ using their devices nearly every day in the week (5.8 times per week), followed by television (5.5 times per week) and radio (5.1 times per week). Smartphone owners within the age range of 35-49 use their phones most often. (This includes app and web usage, not talk, text or email).
“Smartphone penetration is nearly as high as TV set and radio ownership, and consumers carry their phones everywhere. High penetration plus portability and customized functionality have made them a staple of consumers’ media diet,” said NIELSEN SVP/Audience Insights GLENN ENOCH. “Smartphones provide advertisers and marketers with the opportunity to reach consumers with information throughout the day.”