American consumers spend more time listening to traditional radio each month than they do on the plethora of streaming-video gizmos that have captured the attention of so many advertisers, cable networks and TV broadcasters, according to a new report from Nielsen.
The average American listens to about 14 hours of AM or FM radio per week – more than the total amount of time spent per week using DVD players, streaming video on mobile devices and the Internet, using game consoles and using the Internet on a traditional computer, according to a survey of media use conducted by the measurement and data concern. U.S. consumers spend more time only with TV, the study said – on the order of 35.1 hours per week.
Nielsen found that the average American radio listener tunes in to radio over two hours per day. Audio consumption tends to plateau in the morning hours, peaking around noon and then staying fairly constant through the day before tapering off as people start their evening. The bulk of listeners tune in when they are out of the home, except between the hours of 12 a.m. and 5 a.m., according to the study.
Consumers spent approximately 60 hours a week in total consuming media across all platforms, Nielsen said.
The primary consumer of media is a person between the ages of 45 and 54, Nielsen said. In all cases – TV, radio, mobile and online – consumers in the age range tend to be the heaviest users of media.
The nation’s older generations – people over the age of 50 – tend to spend more time per month with traditional TV each week. People between 50 and 64 spend about 40 minutes and 19 seconds with the TV set each week, while consumers over 65 spend 46 minutes and 43 seconds, Nielsen said.