According to Q3 2018 Nielsen Total Audience Report, U.S. adults are spending almost half of every day interacting with media. Overall total media use remains unchanged year-over-year at 10-and-a-half hours a day, or 44% of the total minutes available in a day.
While live TV+time-shifted TV accounts for over four hours per day and radio accounts for nearly two hours of daily usage, consumers are shifting the specific media they spend this time with as their options broaden. For instance, they’ve increased their time with internet-connected devices (+8 mins) and app/web on a smartphone (+17 mins), which replaces the time they previously spent with other sources.
Peter Katsingris, SVP of Audience Insights for Nielsen, discusses some of the latest insights from the Q3 2018 Nielsen Total Audience report. Peter highlights how the media landscape is changing, which platforms are seeing the largest growth and how young adults and multicultural audiences are spending their time with media.