Overall media time continues to grow -- not just among younger 18-34 consumers but for other older segments as well.
Nielsen says that for younger 18-34 consumers, media time has
gained 4% year-over-year in second-quarter 2014 versus the second quarter of 2013 -- with a 53% rise in just digital video. Overall digital use is up 16%.
But older consumers are also gaining.
For example, digital video time is 80% higher for those 35-49 and 60% higher for those 50-64. Total media time is 2% higher among Hispanics, 8% for African-Americans and 10% for
Asians.
When it comes to traditional TV screen time there is a slight pullback -- but again, it is not just among the younger 18-34 consumers. Those younger consumers witnessed a 2% decline
(10 minutes) in media time consumption for traditional TV, looking at second-quarter 2014 versus the second quarter of 2013 -- with 35-49 consumers seeing a 1% drop and 50-64s having a 2% fall.
Overall, U.S. consumers watch 4.5 hours of traditional live TV per day. Nielsen says all time-shifted TV content -- including using the Internet and digital devices -- now has a 71% penetration in
the U.S.
"Two friends looking at ipad" photo from Shutterstock.