Younger Boomers Are Top Video Media Consumers

A ground-breaking study conducted by Ball State University’s Center for Media Design and Sequent Partners found that younger baby boomers – those 45-54 years old – are the top consumers of video media.

Conducted on behalf of the Nielsen-funded Council for Research Excellence, the study ran over the course of a year and used a custom media collector program developed by Ball State. Researchers gathered a wide range of data usage of any of the four categories of screens: traditional TVs (including DVD/VCR and DVR viewing), computers, mobile devices and “all other screens,” including in-cinema movies, GPS and display screens outside of the home.

Key findings of the study include:

Consumers aged 45-54 racked up an average of more than 9 1/2 hours of screen time a day.

The average for all other age groups was similar at roughly 8 1/2 hours.

Computer video watching took on average just two minutes a day.

TV still dominates, even among those aged 18-24.

Radio usage has dropped to third, behind TV and computer usage, but ahead of print media.

TV viewers were exposed to an average of 72 minutes of TV ads and promos every day, dispelling the conventional wisdom that people are channel-hopping or otherwise avoiding ads.

Read the full press release .