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Content is King, But Viewing Habits Vary By Demographic

Nielsen’s recent Total Audience Report highlights differences in modes of content consumption among ethnicities. In the last quarter, Black viewers spent more time watching traditional television than any other ethnic group. On the other hand, Asian Americans’ time spent watching traditional TV dipped 6% from the same period last year. Their time spent watching online video, however, increased by 17%.

Overall, “American’s average daily time spent watching live TV decreased 12 minutes from 4 hours and 44 minutes in third-quarter 2013 to 4 hours and 32 minutes in third-quarter 2014. Conversely, consumer’s daily time spent using a smartphone increased 23 minutes, from 1 hour and 10 minutes to 1 hour and 33 minutes per day. Timeshifting content (using a DVR or video-on-demand technology) continues to resonate with consumers, and while still a small part of overall usage across platforms and devices, daily time spent using a multimedia device continues to climb.”


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For more on this topic, check out the Consumer Tab in Morning Coffee .

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