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.