Over half of the heads-of-households in the US consider watching television to be important in daily life but more consumers find value in listening to music or using a PC, according to a new report from Parks Associates.
In a survey for
Electronic Living @ Home, consumers were asked to ascertain the importance of various media activities frequently undertaken in the household. Almost 60% of respondents said that listening to music was necessary compared to 53% who felt the same way about home computing.
Some 51% of those surveyed regard television as a major part of home life while 38% lay great store by watching movies.
“Given that 75% of U.S. households now own two or more TVs, and that on average a household watches TV at least seven hours per day, there is no doubt that TV is the most frequently used media device in the home,” said Michael Greeson, vice president and principal analyst for Parks Associates. “However, when consumers are asked about the most important media activity, music tops the list.”
Although music was a priority amongst heads-of-household in general, results varied depending on the age and income of respondents. While listening to music ranked highest among heads-of-household between the ages of 18 and 24, using the PC topped the list of those aged 45 to 54. Watching television came first among consumers aged 65 and over.
