US adults love their media time – spending upwards of 12 hours per day across digital and traditional channels. This offers marketers plenty of opportunities to reach them, but shifting consumer behaviors and a fragmenting media market present challenges. As such, MarketingCharts’ newly-released 6th annual “US Media Audience Demographics” report is a data-driven resource that can aid marketers in their strategic decision-making.
The study sizes up the media landscape, then delves into the age, income and racial/ethnic composition of several media types across 3 sections: traditional; digital; and social media.
Some highlights from the study, which is available for purchase here, follow.
- Despite a contraction in audiences, radio and traditional TV continue to have the broadest reach among US adults, though radio is widening the gap with TV.
- The broadcast TV audience remains older than the cable TV audience, though the latter is graying.
- Terrestrial radio’s audience is most heavily concentrated in the 35-64 bracket, the only traditional medium for which this is the case.
- For the first time, US adults are more likely to read print periodicals online than read a print newspaper or magazine on a weekly basis.
- Close to half (44.2%) of the national newspaper audience has a household income of at least $100k.
- Almost half of online TV program viewers are ages 18-34, as this audience skews younger than the internet radio audience.
- Although digital media types tend to attract younger audiences, people ages 55-64 are actually more than likely than average to visit magazine and newspaper websites.
- Internet radio’s biggest differentiator from other digital media is its strong appeal among Hispanics.
- Snapchat may be thought of (correctly) primarily as a youth-oriented platform, but it also holds appeal with higher-income households.
- Instagram also continues to have a tilt towards younger adults, and it also has the most diverse representation (Hispanics and Black American) of the 6 social media platforms analyzed.
The report can be purchased in 2 ways: as a PDF file containing charts and analyses ($99); or as a PDF file along with a folder containing all of the charts and underlying data ($179).
Head on over here for your copy.