As we noted before, this is the era of interconnectivity. And some of us seem to always be on. See our series of three posts on “Are You Always ‘On’? Living in a Connected World” (1, 2, 3). Today, we ask are YOU always on?
Compared to Others: Are YOU Always On?
Recently, Nielsen examined our media usage rates. And it studied the concept of “always on.” These represent some of its conclusions:
“As the media landscape evolves, it offers a variety of options to customize their media use across TV, radio, and digital. We note time spent with the television set shifting. Instead, consumers spend more time using TV-connected devices to stream content and traditional TV. Similarly, smart home devices change the way people interact with technology, whether it’s to listen to music, give directives, or get updates on the latest news. People access more media content across digital platforms. Often, consumers multitask, opting to use devices — simultaneously researching something they heard or saw, checking E-mail, online shopping, or simply staying connected with others.”
“Access and convenience help determine how people consume media at different times. So, is prime time still relevant in this era of device fragmentation? A resounding ‘Yes,’ as adults spend more time on media from 9 PM-10 PM. than any other hour. Nearly 38 out of 60 minutes are spent across live + time-shifted TV, TV-connected devices, radio, and digital (computer, smartphone, tablet) during that time. Also, the 9 PM hour represents peak viewing time for both TV and TV-connected device usage.”
“Radio is more closely tied to traditional business hours. Listening time peaks at 12 PM. But radio’s share of total media time spent per hour is consistently at its highest between 7 AM and 5 PM. Digital usage shows remarkable consistency for an even longer period of time throughout the day. There is less than a one minute fluctuation in time spent from 9 AM-9 PM. From morning until night, the internet is an integral part of people’s lives.”
Now, review this chart from Statista, based on Nielsen data.
And look at this chart from Nielsen.