Nielsen Revamps Total Audience Report, Finds Similar Results

Nielsen

NIELSEN has released a revamped Total Audience Report (TAR) for the first-quarter 2018 to offer "a comprehensive view into the behaviors and stories developing across the dynamic media landscape," which includes data on the usage of streaming content, as well as homes with a virtual multichannel video programming distributor (vMVPD) that provide streaming access to linear television. Once again, radio retains the highest reach of all media platforms -- and Smart Speaker use continues to rise.

Among the insights are:

* 92% of U.S. adults listen to radio each week, the highest reach across platforms.
* Almost 20% of consumers say they use a Smart Speaker in the household. 
* On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and almost six hours a day with video alone.
* Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics.
* Black adults are the heaviest users of media overall. Compared to overall U.S., Hispanics listen to more radio, and Asian-Americans spend more time with computers and tablets.
* Two-thirds of U.S. TV households have devices capable of streaming content to the TV set.
* One out of 10 minutes of television use in streaming capable homes is streaming to the TV set.

"The way people consume content is vastly different from what it was five years ago, let alone ten or 20," said NIELSEN SVP/Audience Insights PETER KATSINGRIS. "Consumers have the luxury of more options now than ever before. They can watch videos or listen to music on their smartphone and then just as easily engage with completely different content on their television or radio -- the opportunities for how marketers can reach them are endless. Understanding the trends of who's consuming content, what they're consuming, and how are the foundations of the industry. NIELSEN is uniquely positioned to accurately help the media ecosystem understand these behaviors.

And when it came to Time Spent Using Media....

Download the entire report here.

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