Nine-in-ten American adults are tuning in to their AM/FM radios in a given week, while 87 percent are watching their televisions.
Radio and television are alive and well, according to Nielsen’s latest quarterly Total Audience Report released Tuesday.
Nine-in-ten American adults are tuning in to their AM/FM radios in a given week, while 87 percent are watching their televisions. Not so much PCs and tablets, which are used by 54 percent and 35 percent of adults, respectively.
Across all age segments, radio enjoys a robust audience. Television, though, is losing or has lost its younger viewers. Millennials are more likely to be consuming content on their smartphones and are watching less live television, the report states. In addition, average daily live TV viewing has declined from 5 hours, 10 minutes a year ago to 4 hours, 55 minutes
Three-fourths of viewers ages 18-35 are watching live television in a given week, compared with at least 90 percent of their older counterparts. In comparison, 80 percent are using their smartphones compared with 56 percent of adults ages 50 and up. In terms of TV viewing hours, Millennials watch on average 22 hours of TV a week, compared with 36 hours viewed by all adults. This comprises “nearly as much time using digital devices as a whole as they do watching TV,” the study notes.
When it comes to daily usage, Millennials are more likely to be on their smartphones than in front of a television (5.9 days out of the week vs. 4.7). they are spending upwards of 9.5 hours a week on the device compared with the average of all adults of 5.5 hours a week.
PCs have the lowest weekly days of usage than other digital devices (4.3 days).
The study also breaks down usage by ethnicity. Black audiences are watching more TV than other ethnic segments (51 hours, 23 minutes a week compared with Hispanics, who watch 29 hours, 13 minutes and Asian-Americans, who watch an average of 18 hours, 44 minutes. Hispanics are the heaviest users of radio and smartphones, while Asian-Americans are most likely to be using their tablets.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.