When it comes to the media universe, the abundance in devices, services and content has never been more prevalent. With all of this technology at consumers’ fingertips, pretty much all of them are focused on “all of it”, says the report. According to the most recent Nielsen Total Audience Report, adults in the U.S. spent almost 10 and a half hours a day with media in the second quarter of 2018,
With the vast amount of time Americans spend using their devices throughout the day, it is inevitable that some of this usage is occurring simultaneously, says the report.
So even though these audiences are dedicating hefty amounts of time to different platforms
According to a custom survey of Nielsen’s Media Enthusiast Community, when looking at the relationship between TV and digital platforms
Specifically, they’re using digital platforms in tandem with TV and audio to augment their overall experience.
According to the same survey, learning about the content they’re consuming is a popular action, with 71% of respondents having looked up information related to the TV content they were viewing and 51% doing the same for audio. Meanwhile, marketers and advertisers should be glad to know that
have shopped for the products and services advertised on the main platform.
With digital devices opening up channels of communication, it’s not all that surprising, says the report, that users are taking advantage of these features when consuming TV and audio content as well.
The second-quarter Nielsen Total Audience Report showed that the bevy of platforms available to consumers are shaping unique trends in audience behavior. Access and convenience are two of the key factors that determine when people consume media at different times, resulting in usage that is not uniformly distributed throughout the day.
In second-quarter 2018, U.S. adults spent more time on media overall from 9-10 p.m. than any other hour throughout the day, with nearly 38 out of a possible 60 minutes being spent across Live+time-shifted TV, TV-connected devices, radio and digital (computer, smartphone, tablet) during that time.
Today’s media landscape is keeping consumers engaged on multiple fronts, concludes the report. Please visit here for the complete report.