Heavy Media Users Still Spread Their Interests

According to results from an Edison Research and Arbitron study. heavy usage of one of the top 3 media (by reach) does not necessarily mean that less (than average) time is spent with the other media. Heavy internet users (4+ hours per day) report spending more than 7 hours per day on the internet, but the amount of time they spend watching TV (3:35 vs. 3:33) and listening to the radio (2:07 vs. 2:04) is on par with the general population.

The same is true for heavy TV users (5+ hours per day). These viewers report watching a whopping 8 hours and 16 minutes per day of TV, on average, but also report spending more time on the internet (2:52 vs. 2:38) and listening to the radio (2:12 vs. 2:04) than the average American aged 12 and up.

Heavy Media User Time Spent Per Day (hr:min; Americans ≥12; April 2013)

Medium: Time Spent Hrs/Day

  TV Internet Radio
Heavy Users
   Persons 12+

3:33

2:38

2:04

   Radio (3+ hrs/day)

3:31

3:00

6:23

   TV (5+ hrs/day)

8:16

2:52

2:12

   Internet (4+  hrs/day)

3:35

7:16

2:07

Source: Arbitron/Edison Research, April 2013

Heavy radio users (3+ hours per day) report spending almost 6-and-a-half hours per day listening to the radio. Compared to the general population, they spend almost as much time watching TV, and about 20 minutes more on the internet.

Ages Of Heavy Radio Users Closest To Population: Heavy Internet Users Skew Younger, Heavy TV Users Lean Older (Heavy radio users median age = 42; Heavy TV users median age = 50; Heavy internet users median age = 33)

Type of User

Age Heavy Internet Heavy Radio Heavy TV
12-17

11%

10%

7%

18-24

23%

14%

10%

25-34

19%

17%

12%

35-44

18%

15%

13%

45-54

14%

18%

18%

55-64

10%

12%

17%

65%

5%

15%

24%

Source: Arbitron/Edison Research, April 2013

Separately, the study finds that 256 million Americans aged 12 and up watch TV (up from 230 million a decade ago), while 243 million listen to the radio (up from 223 million) and 232 million go online (up from 178 million). The average time spent with those 3 media today is 8 hours and 15 minutes, up more than an hour from 7 hours and 3 minutes a decade ago.

Radio is the top medium during the half hour before people arrive to shop

Medium Visited Just Before Arriving at Store of Last Shopping Visit (% of Respondents)
Activity % of Respondents
Listened to AM/FM Radio

49%

Saw Advertising on a Billboard

21%

Watched TV

12%

Read/Looked at a Newspaper

8%

Used Internet on Desktop/Laptop for Price/Product Information

6%

Used Cell Phone to Look Up Price/Product Information

6%

Read/Looked at a Magazine

3%

Source: Arbitron/Edison Research, April 2013 (Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Previous 24 Hours)

And, ads on the AM/FM radio prompt consumer response, says the report.

Consumer  Activity After Hearing an Ad on AM/FM Radio
Action % of Respondents
Visited Advertised Restaurant

43%

Visited Advertised Store

41%

Attended Advertised Event or Performance

40%

Talked About the Ad or Product With Others

39%

Watched Advertised TV Program

38%

Recommended Advertised Product to Others

28%

Visited Advertiser’s Website

28%

Called the Advertised Product or Store

16%

Source: Arbitron/Edison Research, April 2013 (Base: Total Population 12+)

In January/February 2013, Arbitron and Edison Research conducted a national telephone survey offered in both English and Spanish language (landline and cell phone) of 2,021 people aged 12 and older. Data were weighted to national 12+ population figures.

 

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