Friday, March 27, 2009

Video Viewing Hasn't Usurped TV Watching

(From The USA Today -- By Gary Levin)

Despite the quick spread of video to computers, cellphones and iPods, their use is more hype than reality, and TV watching hasn't suffered.

Those are among the findings of a new $3.5 million study out today from THE COUNCIL FOR RESEARCH EXCELLENCE, a group of top media researchers, funded by NIELSEN.

The study confirms similar findings in earlier reports but uses a more statistically reliable method of observation in which researchers followed 476 people for two 14-hour days and recorded all of their media usage and daily activities.

The research, conducted in five cities last year by a team from BALL STATE UNIVERSITY, showed adults ages 45 to 54 were the heaviest users of all electronic media, spending an average of 9.5 hours a day.

All other adults spent about 8.5 hours on a combination of TV, computers, mobile devices and other screens.

That same crowd of Baby Boomers also spent more time on email, instant messaging and DVR playback than other age groups.

But while 43% of TV viewers in the study watched some form of online video, they spent only a few minutes a day doing so.

Adults 65 and older spent seven hours a day watching live TV, by far the highest amount for any age group, though they were far less likely to use computers or cellphones.

That TV usage is double the time spent by the youngest adults, ages 18 to 24, who conversely were the heaviest users of online video, cellphones, console video games and computer software.

Video Viewing Hasn't Usurped TV Watching

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