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TV Beats Smartphones, PCs in All Age Groups

20 Jul, 2016 By: Doug McPherson


NEW YORK – Traditional TV, despite a downward trajectory, remains the single largest part of U.S. adults’ media day, according to a new report by eMarketer.

The report says TV time far exceeds time spent on any one component of the overall “digital” category. And while digital video is on the upswing, the sum of mobile viewing and desktop/laptop viewing will be less than one-fourth the amount of time spent on linear TV this year, eMarketer predicts.

The report adds that mobile video was one of the media posting a triple-digit increase in time spent in 2012 (218 percent) as smartphones and tablets became common household appliances. This year, by contrast, the increase will just barely make double digits (10 percent) before falling below that level in 2017 (8.5 percent) and 2018 (7.2 percent).

New Nielsen research says U.S. consumers spent an average of 35 hours per week watching live and time-shifted television in first-quarter 2016. Older consumers spend more time viewing content on this platform than their younger counterparts.

Research from Nielsen found:

  • U.S. consumers age 65 and older spend an average of 51.5 hours a week watching live TV and time-shifted TV.
  • U.S. consumers ages 18 to 24 spend just more than 16 hours per week watching live TV and time-shifted TV.
  • U.S. consumers age 65 and older spend two hours, 41 minutes per week with apps or the web via their smartphones.
  • U.S. consumers ages 18 to 24 spend 15 hours, 11 minutes per week with apps or the web via their smartphones.
  • U.S. consumers ages 25 to 34 spend 13 hours, 47 minutes per week with apps or the web via their smartphones.
  • U.S. consumers ages 35 to 49 spend 14 hours, 34 minutes per week with apps or the web via their smartphones.

Younger consumers, Nielsen says, also spend more time per week watching video on their desktops or laptops, as well as playing games via their consoles. In fact, 18-to-24-year-olds spend an average of four hours with their game consoles. Consumers age 65 and older spend an average of seven minutes.


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