New research has shown that older adults consume much more traditional media than younger adults, according to Integrated Media Measurement Inc. The biggest group--females 45-54--will watch more TV, DVDs and theatrical releases than anyone else, estimated to be around 47.6 days, or 1,142 hours in 2007.
Men 45-54 are the second-largest group. They will watch 40.2 days of media. The younger female group ages 35-44 come next, at 38.3 days. Middle-aged men ages 35-44--the fourth-biggest group--are on pace to watch 33.9 days.
Further down the list are teenagers 13-17, who will screen 33.35 days. That's 30% less than older woman, and 17% less than older men.
For this study, IMMI didn't look at the wild card in all of this: new digital platforms.
But it says that is a major factor in the results of its study--that teenagers and children are looking at other "screens": computers, video, Internet. IMMI suggests that because of this, the gap in traditional media will continue to widen.
IMMI creates its research sample by giving its members a mobile phone, asking them to carry it everywhere they go. The mobile phone is equipped with a technology that can pick up audio signals from television, radio and movies.
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