Choice has always been coveted among consumers. When it comes to the media universe, the abundance in devices, services and content has never been more prevalent, which in turn is opening up a complex web of consumption behaviors. With all of this technology at consumers’ literal fingertips, which of these platforms are they focused on?
The answer, in short, is pretty much all of them.
According to the most recent Nielsen Total Audience Report, adults in the U.S. spent almost 10 and a half hours a day with media in the second quarter of 2018, even as the effects of seasonality played their typical role. With the vast amount of time Americans spend using their devices throughout the day, it is inevitable that some of this usage is occurring simultaneously. So even though these audiences are dedicating hefty amounts of time to different platforms like live/time-shifted TV (nearly five hours per day), radio (nearly two hours per day), and digital devices (over three and a half hours per day), they’re combining consumption in a multitude of ways.