Mix of media use defines American habits: Study

2015-07-27 11_54_31-Edit Chapter 3 for blog.docx - DropboxThe average American still spends most of his or her media time each day on television and radio, but an increasing amount of time on smartphones and time-shifted television, according to Nielsen. The average time spent by Americans ages 18 and up on television was 5 hours and six minutes in Q4 2011, compared to 5 hours and four minutes in Q4 2013. Comparatively, the study found that Americans spent 2 hours and 53 minutes listening to radio each day during Q4 2011, and 2 hours and 46 minutes each day during Q4 2013.

Smartphone use per day has more than doubled from 2011 to 2013, from 48 minutes each day in Q4 2011 to 1 hour and 7 minutes per day in Q4 2013. Time-shifted television watching is inching up slowly, growing from 25 minutes per day in 2011 to 32 minutes in 2013.

World Newsmedia Network has published Global Digital Media Trendbook each year since 2006. The 2014 trendbook contains 500 data sets and 230 pages of analysis about digital media usage and revenue patterns, including this data set. To download the GDMT free executive summary, go to www.wnmn.org

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