The Council for Research Excellence – Video Consumer Mapping Study.

Dimension current consumption of media, focusing on television and video, and how it is changing over time-in order to guide video audience measurement.

10 Key Findings

1. Although the composition of consumers’ screen media time varied across age groups, their total screen time was strikingly similar, except among those Adults 45-54, whose screen time was highest.

2. The degree of concurrent screen media exposure (also referred to as media multitasking) was equivalent for all age groups under 55.

3. The study confirmed that 99% of Nielsen’s Three-Screen Time is TV. Even among Adults 18-24, TV represented more than 98%.

4. Live TV led all video time by a large margin, followed by DVDs, with DVRs third.

5. The study suggests that computing has displaced radio as the number two media activity. Radio is now number three and print is number four.

6. New HDTV ownership (first or second set) led to higher TV exposure, though some of this increase appeared to be temporary.

7. Early DVR owners spent much more time with DVR playback than new DVR owners.

8. A higher percentage of TV time was spent as sole medium compared with computers, print or audio. DVR Playback was even more likely than live TV to be a sole medium.

9. TV users were exposed to on average roughly an hour a day of live TV ads and promos.

10. Serious caution needs to be applied in interpreting self-report data for media use. TV was substantially under-reported while online video and mobile video were over-reported.

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