Asians watch the lowest average amount of monthly TV and blacks watch the highest average average amount, according to a new report from The Nielsen Company. Data from “State of the Media: TV Usage Trends” indicates that during Q4 2010, Asians watched an average of 96 hours and 36 minutes per month of traditional TV, while blacks watched an average of 211 hours and eight minutes.
Meanwhile, Hispanics averaged 131 hours and 24 minutes of monthly traditional TV viewing, and whites averaged 139 minutes and 32 minutes.
Asians Also Watch Least Timeshifted TV
While ethnic trends in Q4 2010 monthly viewing of timeshifted and DVR playback TV varied somewhat from traditional TV viewing trends, Asians watched the lowest number of minutes in both formats. Whites led in average monthly minutes for viewing of both formats, followed by blacks and Hispanics. It is worth noting that blacks only led Hispanics by two seconds in average monthly time spent watching DVR playback (23 hours compared to 22 hours and 58 minutes).
Boys Watch More than Girls, Women More than Men
Examining gender trends, Nielsen found that males age 2-17 watched slightly more monthly TV during Q4 2010 (110 hours and 12 minutes) on average than females in that demographic (109 hours and 33 minutes). However, females averaged close to nine minutes more per month on average than males in the 18-49 brackets, and about 18 minutes more in the 50-plus bracket, with viewing time rising with age for both genders.
Ethnic Trends Differ in Install Rates
During Q4 2010, Asian black households had the largest percentage of wired cable installation (65.6%), followed by black households (62.4%). Hispanic households had a larger lead in satellite installation (35.4%), followed by white households (30.7%). Hispanic households also led in broadcast-only installation (15.3%), followed by black households (11.2%).
50-64-Year-Olds Comprise Largest Audience Share
Measuring Q4 2010 audience share by age, Nielsen data indicates the largest share was represented by adults age 50-64 (24%), followed by those age 35-49 (22%). Tweens and teens age 12-17 represented the smallest share (6%). Measuring by gender, women comprised 53% of the viewing audience.
Overall Monthly Viewers Slightly Increase
Other study data indicates that in terms of total overall monthly TV viewers during Q4 2010, there was little year-over-year or quarter-over-quarter growth. The Q4 2010 viewer total of about 289.28 million is only about 1% higher than the Q3 2010 viewer (286.32 million) and Q4 2009 (286.94 million) totals.