Nielsen Metrics: Young Adults Gravitate Toward Digital Devices
October 10, 2016 at 1:13 PM (PT)
According to NIELSEN’s Q2 2016 Comparable Metrics Report, while TV is the most heavily consumed platform, digital devices are gaining steam with younger consumers. In fact, across linear and digital platforms, digital comprises 51% of the total average audience among persons 18-34. In another finding, 93% of adults listen to radio each week, compared to 92% of persons 18-34, 95% of persons 35-49 and 92% persons over 50. In addition,, 87% of Adults watch TV each week, compared to 77% of persons 18-34, 89% 35-49 and 93% of those 50 and older. In smartphone usage, 80% of all adults use one weekly, as do 89% of persons 18-34, 93% aged 35-49 and 67% of those over 50.
Young adults also have a fondness for using TV-connected devices. Persons 18-34 spend six hours and 40 minutes per week using TV-connected devices. Comparatively, adults 35-49 spend the most time per week on smartphones, PCs and tablets. When looking at the average days per week among users, adults 18 and older use TV-connected devices four days per week.
BLACK audiences watch more TV than any other group, with a total of 47 hours and 58 minutes per week. HISPANICS are the most avid radio listeners, spending 13 hours and 52 minutes listening to radio each week, and they spend the most time using their smartphones (14 hours and 31 minutes per week). ASIAN-AMERICANS have the highest amount of weekly TV-connected device usage for a total of four hours and 18 minutes.