Are Consumers Ever Unconnected?
According to Nielsen’s Q1 2016 Total Audience Report, adults in the United States spent 10 hours and 39 minutes per day consuming media during first quarter. That’s an increase of an hour over first quarter, 2015.
The increase is due to digital viewing options. Time spent on smartphones was up 60 percent and tablets up 63 percent. Multimedia device usage, such as Roku and Apple TV, were up 44 percent.
According to Nielsen, adults are not pulling away from radio and TV, though. Radio usage was up 1 percent and live TV viewing time was only down 1 percent. Live TV accounts for about 42 percent of their daily media usage and radio counts for about 17 minutes. They are just actually making additional time for ‘new’ devices.
Nielsen also found that SVODs (subscription video on demand) like Netflix, Amazon and Hulu have finally caught up to DVRs in U.S. households and are about to surpass them. Half all U.S. TV households have access to at least one SVOD and this is the same number of households with DVRs. Overall, 29 percent of homes have both.
The full Nielsen’s Q1 2016 Total Audience Report is available here. (No need to enter your credentials, even though Nielsen’s site asks for it.)
