Younger Boomers consume more Video Media than any other group.

A study conducted on behalf of the Nielsen-funded Council for Research Excellence (CRE) by Ball State University’s Center for Media Design (CMD) and Sequent Partners dispels several popular notions about video media use, finding that younger baby boomers (age 45-54) consume the most video media while confirming that traditional “live” television remains the proverbial “800 pound gorilla” in the video media arena.

Results of the $3.5 million year-long Video Consumer Mapping (VCM) study, in which participants were directly observed throughout the day by CMD researchers, were released to the media industry today by representatives of the CRE, Nielsen, Ball State and the analytical firm Sequent.

Using handheld smart keyboards equipped with a custom media collector program developed by Ball State, the observers recorded — in 10-second increments — consumer exposure to visual content presented on any of four categories of screens: traditional television (including live TV as well as DVD/VCR and DVR playback); computer (including Web use, e-mail, instant messaging and stored or streaming video); mobile devices such as a BlackBerry or iPhone (including Web use, text messaging and mobile video); and “all other screens” (including display screens in out-of-home environments, in-cinema movies and other messaging and even GPS navigation units).

Key findings

In addition to the revelation that consumers in the 45-54 age group average the most daily screen time (just over 9 1/2 hours), the VCM study found the average for all other age groups to be “strikingly similar” at roughly 8 1/2 hours — although the composition and duration of devices used by the respective groups throughout the day varied.

The research also found that:

— Contrary to some recent popular media coverage suggesting that more Americans are rediscovering “free TV” via the Internet, computer video tends to be quite small with an average time of just two minutes (a little more than 0.5 percent) a day.

— Despite the proliferation of computers, video-capable mobile phones and similar devices, TV in the home still commands the greatest amount of viewing, even among those ages 18-24. Thus, in the eyes of the researchers, this appears to dispute a common belief that Internet video and mobile phone video exposure among that group (and the next one up, age 25-34) were significant in 2008.

— Even in major metropolitan areas where commute times can be long and drive-time radio remains popular, computer use has replaced radio as the No. 2 media activity. Radio is now No. 3 and print media fourth.

— TV users were exposed to, on average, 72 minutes per day of TV ads and promos — again dispelling a commonly held belief that modern consumers are channel-hopping or otherwise avoiding most of the advertising in the programming they view.

— Early DVR owners spent much more time with DVR playback than newer DVR owners. At the same time, DVR playback was even more likely than live TV to be the sole medium.

— “Environmental” exposure outside the home, while still relatively small at just 2.8 percent of total video consumption today, could nearly double during the next few years. Currently, measurement of these screens is only just beginning with programs such as Nielsen On-Location Media and Nielsen Online, though they may be given more importance soon given their growing and strategic advertising role.

To view chart CLICK above on ‘More Images’.

For more highlights of the report CLICK on link below:
http://www.researchexcellence.com/news/vcmstudy.html>