Little surprise from Nielsen’s first look at weekly usage and reach of media devices and platforms: TV is still way ahead -- especially in terms of competing video platforms.
Looking
specifically at video, TV has a more commanding lead in terms of usage: 36 hours and 7 minutes for TV; 1 hour and 30 minutes for video on a PC; 13 minutes of watching video on smartphone; and 11
minutes for video on a tablet.
With regard to reach, TV is at 87.2%, with video on smartphone at 36.9%, video for PC at 36%, and tablet video at 17.5%.
For overall media usage, adults
spend just over 36 weekly hours compared to 12:58 for radio, 5:34 on a PC, 7:17 on a smartphone, and 3:34 on a tablet.
Among even younger media consumers ages 18-34, TV continues to dominate
at 21 hours and 55 minutes for TV, 11:05 for radio, 9:53 for smartphones, 5:04 for PC, and 3:43 for tablets.
Radio and traditional television still have the largest reach of any of the
platforms, with radio reaching nearly 223 million adult listeners weekly and television reaches over 209 million adult viewers — 93% and 87% of all U.S. adults, respectively.
On a daily
usage basis, TV is at 447 minutes; radio,162 minutes; PC, 144 minutes; smartphone, 107 minutes; and. tablet 126 minutes.
With regard to showing its first "true apple-to-apples" comparison,
Dounia Turrill, SVP of insights, Nielsen, says: “By doing so, we have given the industry an impartial look not just on how many consumers are connecting with devices and platforms but how much
and for how long.”