When it comes to teens and twenty-somethings, media consumption appears to be an all-or-nothing proposition, according to new research.
A report by Integrated Media Measure shows
that the 13-to-24 age group splits into two distinct camps: moviegoers and non-moviegoers. Moviegoers watched television and listened to radio twice as much as non-movie lovers.
The former
consumed an average of 329 minutes of media overall each week, compared to only 143 minutes for the latter group. Specifically, moviegoers watched an average of 280 minutes of television a week
compared with 118 minutes for non-moviegoers; radio listening was 49 minutes versus 25 minutes.
Only 18.4% of the 13-to-24 group were non-moviegoers.
The IMMI report also indicated that
frequent moviegoers (at least 24 movies per year) are the biggest consumers of radio, with 73.6% being ranked as either heavy or medium radio listeners.
"It would be logical to assume that the
non-moviegoer group--the 13-to-24-year-olds who don't want to put in the effort to go to the movies--would consume the greatest amount of easy media such as television and radio, but that was clearly
not the case at all," said Amanda Welsh, head of research for IMMI, in a statement.
IMMI's research was done through a research panel that mirrors U.S. Census results for fundamental demographics
in key markets. IMMI provides thousands of panel members in key markets with a mobile phone that creates digital signatures of all the audio media (television, radio and movies) to which it's been
exposed.