March 26, 2009 5 Comments
A ground-breaking study conducted by Ball State University’s Center for Media Design and Sequent Partners found that younger baby boomers – those 45-54 years old – are the top consumers of video media.
Conducted on behalf of the Nielsen-funded Council for Research Excellence, the study ran over the course of a year and used a custom media collector program developed by Ball State. Researchers gathered a wide range of data usage of any of the four categories of screens: traditional TVs (including DVD/VCR and DVR viewing), computers, mobile devices and “all other screens,” including in-cinema movies, GPS and display screens outside of the home.
Key findings of the study include:
- Consumers aged 45-54 racked up an average of more than 9 1/2 hours of screen time a day.
- The average for all other age groups was similar at roughly 8 1/2 hours.
- Computer video watching took on average just two minutes a day.
- TV still dominates, even among those aged 18-24.
- Radio usage has dropped to third, behind TV and computer usage, but ahead of print media.
- TV viewers were exposed to an average of 72 minutes of TV ads and promos every day, dispelling the conventional wisdom that people are channel-hopping or otherwise avoiding ads.
Read the full press release.
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Tags: Ball State University, consumer research, Council for Research Excellence, DVR, media research, radio, TV, TV advertising, viewing habits
[...] study from Nielsen and Ball State University found that 45-54 year-olds are the top consumers of video media. The study ran over the course of a year. [...]
I think it would be interesting to understand why this is the case and try to apply it toward forecast future media consumption. The historical impact of television on 45-54-year olds is profound than it will ever be again. Ask anyone in that age range what day, time and network Happy Days was aired. Those days are truly gone. I’d be very interested in a study on the profundity of media choices to young consumers. Intuition says social media…but I don’t think social media are good consumer marketing vehicles.
[...] study from Nielsen and Ball State University found that 45-54 year-olds are the top consumers of video media. The study ran over the course of a [...]
[...] more time watching DVDs than using their DVRs and viewing online videos combined, according to a Nielsen study. Additionally, people were more than 10 times as likely to watch a DVD as they were to watch a [...]
[...] pioneering Video Consumer Mapping Study conducted on behalf of the Nielsen-funded Council for Research Excellence by the Ball State [...]
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