Using proven science to understand consumer media behavior is something Nielsen is unrivaled at doing. This is especially true when we look at shifting behaviors beyond the here and now.

In this re-imagined Nielsen Total Audience Report, we’re focused on telling the story of what’s currently happening across the media landscape for the U.S. consumer. The report examines overall media usage across linear (television and radio) and digital platforms, reviews consumer access to devices and services, digs deeper into TV-connected device use, explores usage differences across various ages and race/ethnicities, and provides insights into households not considered television homes.

Weekly Reach Across Platforms

Nine out of 10 U.S. adults (18+) use linear platforms in the average week. Live + time-shifted TV viewing reached 88% of persons in the first quarter of 2018, while radio had the largest reach across platforms at 92%. Radio also reaches 96% of all Hispanic adults each week.

Over a third of persons use their internet connected devices (including apps on their smart TVs) during the average week, with a higher reach of 43% for Asian Americans. Computer reach is highest with Asian Americans as well, with 71% using the device weekly. Regardless of race or ethnicity, smartphones remain universally popular, reaching four out of five adults while tablets are used by less than half of all adults weekly.