Study: Video Viewing Hasn’t Usurped TV Watching.

Posted by truecreek on March 27, 2009 under More Dam News, Research | Be the First to Comment

Well, it’s in.  TV watching is still KING, by a long shot.

Plasma TVBy Gary Levin, USA TODAY

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.

“If you ask people how much time they spent online yesterday, they’re going to give you a wrong answer; they don’t remember,” says Steve Sternberg, chief analyst at Magna Global, a major ad firm, and a member of the Council. “The idea of doing a study where you actually observe the user and keep track of all the media they’re using is compelling.”

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 e-mail, 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.

Yet even that younger crowd spent just 5.5 minutes a day watching computer video.

Michael Bloxham, a Ball State researcher, says that since the study was conducted last spring and fall, “you might slowly be seeing growth in online video,” especially after sites such as Hulu began aggressive promotional campaigns. BlackBerrys, iPhones, DVRs and social-networking sites also have increased in popularity.

Those under 55 spent 27% of their time with media multitasking, researchers found, though TV was more frequently viewed by itself than computers. Adults were exposed to about 72 minutes of advertising a day across all media.

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