Tuesday, June 30, 2015

Millennials love media on smartphones, shun live TV

(Photo: JEWEL SAMAD, AFP/Getty Images)

The Millennials lead other age groups in media consumption on smartphones but watch the least amount of live television, according to new data from Nielsen.

Reflecting the trend that has kept TV executives awake at night, U.S. adults between the ages of 18 to 34 watched on average 22 hours of TV a week, according to Nielsen's Q1 2015 Total Audience Report released Tuesday.

Their consumption pales in comparison to 36 hours spent a week in front of the tube by all adults. The Millennial set spends "nearly as much time using digital devices as a whole as they do watching TV," the study said.

TV still remains more popular than other devices in hours spent. But perhaps owing to its ubiquity in cars, radio remains the most widely used device, with 93% of adults saying they listen to it each week. It was followed by TVs (87%), smartphones (70%), personal computers (54%) and tablets (35%).  Read the entire article here via USA Today.  

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