Younger Boomers Are Top Video Media Consumers

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.