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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