Media Consumption is Not Necessarily a Zero-Sum Game

April 8, 2013

This article is included in these additional categories:

Media & Entertainment | Radio | Television

ArbitronEdisonResearch-Media-Consumption-Among-Heavy-Users-Apr2013Heavy usage of one of the top 3 media (by reach) does not necessarily mean that less time is spent with the other media, according to [download page] results from an Edison Research and Arbitron study. The study looks at self-reported average time per day spent with the internet, TV, and radio, sorting the results by heavy users of each. Heavy internet users (4+ hours per day) report spending more than 7 hours per day on the internet – but the amount of time they spend watching TV (3:35 vs. 3:33) and listening to the radio (2:07 vs. 2:04) is on par with the general population.

The same is true for heavy TV users (5+ hours per day). These viewers report watching a whopping 8 hours and 16 minutes per day of TV, on average, but also report spending more time on the internet (2:52 vs. 2:38) and listening to the radio (2:12 vs. 2:04) than the average American aged 12 and up.

Finally, heavy radio users (3+ hours per day) report spending almost 6-and-a-half hours per day listening to the radio. Compared to the general population, they spend almost as much time watching TV (3:31 vs. 3:33) and about 20 minutes more on the internet (3:00 vs. 2:38).

Separately, the study finds that 256 million Americans aged 12 and up watch TV (up from 230 million a decade ago), while 243 million listen to the radio (up from 223 million) and 232 million go online (up from 178 million). The average time spent with those 3 media today is 8 hours and 15 minutes, up more than an hour from 7 hours and 3 minutes a decade ago.

About the Data: In January/February 2013, Arbitron and Edison Research conducted a national telephone survey offered in both English and Spanish language (landline and cell phone) of 2,021 people aged 12 and older. Data were weighted to national 12+ population figures.


Explore More Articles.

Brand… Performance… Both?

Brand… Performance… Both?

Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This