尼尔森-2018年第二季度媒体受众报告（英文）-2018.7-31页_2mb

Nielsen Total Audience Report - Q2 2018 Summary

Core Content Overview

The Nielsen Total Audience Report Q2 2018 provides an in-depth analysis of how U.S. adults engage with media across various platforms and devices. It highlights the evolving media landscape, emphasizing the role of technology in shaping consumption habits, and outlines trends in usage patterns, device adoption, and demographic behavior.

Main Points

• Total Daily Media Consumption:
  U.S. adults spend an average of 10 hours and 24 minutes per day interacting with media across all platforms.

• Demographic Insights:

  • Adults 50-64 spend the most time on media (11 hours 49 minutes), with radio being the most consumed platform (2 hours 7 minutes).
  • Adults 18-34 spend more time on digital platforms than on TV and TV-connected devices.
  • Black adults spend 2 hours and 22 minutes more per day than the average.
  • Asian American adults spend the least time on video, but digital accounts for the highest percentage of their viewing.

• Time of Day Trends:

  • 9pm is the peak hour for media usage across all age groups.
  • TV and TV-connected devices peak during the 9pm hour.
  • Radio usage is highest between 7am and 5pm.
  • 73% of media time spent at 11pm is through the TV glass.

• Simultaneous Usage:

  • 45% of respondents use digital devices while watching TV.
  • 71% look up information related to TV content.
  • 35% of TV viewers and 25% of audio listeners shop for advertised products.
  • Digital devices are often used for social media and multitasking.

• Platform Reach:

  • Radio has the largest weekly reach at 92%.
  • Live+Time-Shifted TV reaches 87% of adults.
  • Asian American households have the highest reach for internet connected devices (43%) and computer, smartphone, tablet usage.

• Smart Speaker Adoption:

  • 24% of households own a smart speaker.
  • 90% of smart speaker users listen to music, and 45% listen to podcasts or audiobooks.

• TV Household Types:

  • Over 80% of TV households are Total Multichannel homes.
  • vMVPD (virtual multichannel video programming distributor) exists in 3.4% of all TV households as of June 2018.
  • Asian American households have the highest vMVPD penetration at 6.1%.
  • Hispanic households are most likely to be over the air homes (20.6%).

• Device Ownership:

  • Smartphones have the highest ownership at 90%.
  • Tablets have increased to 64%.
  • Enabled smart TVs have grown to 40% of TV households.
  • Asian American households lead in device ownership across enabled smart TV, internet connected devices, computers, smartphones, and tablets.

• Digital Video Consumption:

  • Smartphones account for 65% of total digital usage.
  • Video on smartphone is the fastest-growing digital video format.
  • Live+Time-Shifted TV is the most consumed video format, with Black adults spending the most time on it (6:10).

• Podcast Reach:

  • 19% of U.S. adults listen to podcasts each week.

• SVOD Services:

  • SVOD (Subscription Video on Demand) services are available in two-thirds of TV households.
  • Asian American households have the highest SVOD penetration at 78%.

Key Information Summary

• TV and digital usage are increasingly intertwined, with simultaneous use being common.
• Radio remains the most widely used platform, with 92% of adults listening weekly.
• Smartphones dominate digital usage, accounting for 65% of the total.
• Asian American adults are the most digitally engaged, with 43% of TV households having internet connected devices.
• Black adults are the most engaged with media overall, spending 12 hours and 46 minutes per day.
• Social media usage is consistent across demographics, with 44 minutes spent daily on average.
• Multitasking is prevalent, with digital devices being used to look up, shop, and engage with content.
• Device ownership is rising, with smartphones, tablets, and smart TVs leading the trend.

Conclusion

The report underscores the significant role of technology in shaping modern media consumption, with a clear shift towards digital platforms and devices. While older demographics still dominate traditional TV and radio usage, younger and multicultural groups are increasingly adopting digital and smart technologies, reflecting a broader trend of media personalization and accessibility.