2013 Research

Data Snapshot: Media Use Benchmark, 2013

March 2013

The first figure in the report (out of 14 total data graphics) shows the overall usage levels in the U.S. for different media activities:

1303_MediaUseByHours

Here are some interesting factoids about media usage in the U.S.:

  • Ninety-eight percent of consumers go online at home, 60% do it at least three hours per day
  • Fifty-seven percent of consumers use their mobile phone for going online or using an app, 16% do it at least three hours per day
  • Sixty-five to 74-year-olds watch the most TV (4.2 hours per day), 18- to 24-year-olds watch the least (3.6 hours per day)
  • All ages of consumers spend more time reading paper books than online books, but the gap is narrower with younger consumers
  • Consumers making less than $25,000 per year Fifty-seven percent of consumers use their mobile phone for going online or using an app, 16% do it at least three hours per day watch 4.5 hours per day of TV, those making $100,000 or more watch less than 3.4 hours
  • Thirty-nine percent of consumers making less than $25,000 per year use their mobile phone for going online or using an app, compared with more than 60% of those who earn $75,00 or more
  • The hours that consumers spend watching TV goes down with increasing educational levels
  • Asians spend twice as much time reading online books as do Caucasians
  • African-Americans watch the most TV per day
  • Fifty-four precent of consumers in the South use their mobile phone for going online or using an app, compared with 49% of those in the Midwest
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