Nielsen’s Total Audience Report for the third quarter says “lower income adults have greater television usage across all hours of the day.” Adults in TV households with income under $25,000 watched 211 hours/14 minutes of monthly live TV and DVR/time-shifted TV.
On the flip side, those who make $75,000 and more view virtually half that level -- at 113 hours/41 minutes. TV homes with incomes of $25,000 and $50,000 tally 172 hours/25 minutes of TV, while TV homes with incomes of $50,000 and $75,000 at a 144 hours/30 minutes.
Those with lower income also have the greatest difference in viewing versus higher income people between 9 a.m. and 5 p.m. and between 2 a.m. and 6 a.m.
Nielsen says usage trends are similar for lower incomes across all other media as well, including multimedia devices, AM/FM radio, Internet on a PC, game console, DVD/Blu-Ray device, and app/Web use on a smartphone.
Only with app/Web usage on a tablet does lower income households take a backseat when it comes to monthly media usage, coming in third place to those who make $50,000 and $75,000.
Connected TV devices also show some different trends. While lower incomes use these devices -- including DVD, gaming consoles and multimedia devices -- more in the day than other income groups, the highest income homes have the most usage during prime-time hours.