American Adults media watching pattern
Life & Culture

US adults giving more time to media

The amount of time Americans spend with media continues to increase

American Adults media watching pattern

American consumers 18 and older have increased their time with media by more than a full half hour.

This is largely the result of the widespread connectivity and available content platforms, reports market research consultant ‘Nielsen’.

So where are U.S. consumers finding the time, and which platforms are driving them to engage more?

The increased engagement is across apps and web browsing on smartphones and tablets, along with growing use of internet-connected devices.

It’s also worth noting that U.S. adults have increased their time with live TV by 16 minutes when compared with 2017.

The proliferation of technology, devices and content over time have also allowed media to reach more people each week than ever before.

When comparing which platforms reach the most Americans today, legacy platforms lead the way, with radio and TV topping the list, followed by smartphones.

Computer reach is highest with Asian Americans as well, with 71 per cent using the device weekly.

Interestingly, audio plays a central role in the daily lives of consumers in the U.S.

Broadcast radio specifically continues to profoundly enrich the lives of listeners and create value for advertisers.

Each week, more Americans tune into AM/FM radio than watch television, or use smartphones, tablets or computers.

At the same time, digital streaming offers consumers even more ways to listen across many of those same devices.

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