Despite the proliferation of computers, video-capable mobile phones and similar devices, TV in the home still commands the greatest amount of viewing in the US, even among those aged 18-24, according to new research.
The study, conducted on behalf of the Nielsen-funded Council for Research Excellence by Ball State University’s Center for Media Design and Sequent Partners, also found that even in major metropolitan areas where commute times can be long and drive-time radio remains popular, computing has replaced radio as the No. 2 media activity in the US. Radio is now No. 3 and print media fourth.
In addition, the research found that TV users were exposed to, on average, 72 minutes per day of TV ads and promos, which Ball State said dispelled the commonly held belief that modern consumers are channel-hopping or otherwise avoiding most of the advertising in the programming they view.
Using handheld smart keyboards equipped with a custom media collector program developed by Ball State, the observers recorded – in 10-second increments – consumer exposure to visual content presented on any of four categories of screens: traditional television (including live TV as well as DVD/VCR and DVR playback); computer (including web use, e-mail, instant messaging and stored or streaming video); mobile devices such as a Blackberry or iPhone (including web use, text messaging and mobile video); and “all other screens” (including display screens in out-of-home environments, in-cinema movies and other messaging and even GPS navigation units).
The study generated data covering more than three-quarters of a million minutes or a total of 952 observed days.
January 2009 data from comScore, published earlier this month, revealed that the total UK online video viewing audience grew 10% year on year to 29.6 million unique viewers age 15 and older (see UK online video viewing audience grows 10%).
In February, Leichtman Research Group reported that 34% of US adults online at home report that they view some type of video online at least weekly, including 11% who view video online daily (see US online video viewing increases).
