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Nielsen Total Audience Report - Q3 2018 Summary

Core Content Overview

The Nielsen Total Audience Report for Q3 2018 provides insights into how U.S. adults consume media across various platforms and devices. It highlights the consistent media usage of 10 hours and 30 minutes per day, with notable shifts in consumption patterns and the influence of different factors on content selection.

Main Points

• Total Media Consumption: U.S. adults spend 10 hours and 30 minutes per day on media, unchanged from the previous year.
• Streaming Influence: Users are influenced by recommendations from family and friends (67% for video, 66% for audio), personal history (67% for video, 56% for audio), and browsing streaming service menus (59% for video, 52% for audio).
• Demographic Trends:
  • Adults aged 50-64 spend the most time on media (12 hours and 58 minutes per day).
  • Adults 18-34 spend over one-third of their daily media usage on smartphones.
  • Black adults spend nearly 13 hours per day on all media, which is 23% more than the average adult.
• Digital Growth: Internet-connected devices and app/web usage on smartphones and tablets are increasing, with smartphone app/web usage showing the largest year-over-year growth in Q3 2018.
• Radio Reach: Radio reaches 92% of U.S. adults weekly, with Hispanic adults having the highest reach at 97%.
• Multicultural Insights:
  • Asian Americans spend the least time on video but have the highest percentage of digital consumption.
  • Hispanics spend the most time on social media via smartphones, with 88% of their total usage.
  • Enabled smart TV ownership grew the most among all race and ethnicity groups, reaching 38% in Black households and 7% in Asian American households.

Key Statistics

• Total Media Usage: 10 hours and 30 minutes per day.
• Video Usage: 5 hours and 24 minutes per day, with a slight decrease from the previous year.
• Social Networking: 45 minutes per day, consistent across all digital platforms.
• vMVPD Penetration: 3.7% of all TV households as of September 2018.
• Smart TV Penetration: Increased to 41% in September 2018 from 32% in September 2017.
• Internet Connected Device Penetration: Increased to 39% in September 2018 from 35% the previous year.
• Smartphone Ownership: Increased to 90% in September 2018 from 88% in September 2017.
• Tablet Ownership: Increased to 64% in September 2018 from 63% in September 2017.

Media Consumption by Platform

• TV and TV-connected Devices: Account for 44% of total media time, with a slight decline in live+time-shifted TV usage.
• Smartphones: Account for 23 minutes more per day in usage for adults 18-34.
• Tablets: Account for 7% of total media time across all groups.
• Radio: Consistently accounts for 15-18% of daily media use.

Influencing Factors on Content Selection

• Recommendations: Family and friends influence 66% of video and 67% of audio streaming users.
• Personal History: 67% of video and 56% of audio users revisit content they used to watch/listen to on broadcast media.
• Streaming Service Recommendations: 52% of audio and 48% of video users are influenced by recommendations from streaming sites/apps.
• Social Media Promotions: 44% of users are influenced by promotions on social media.
• Advertisements: 34% of users are influenced by ads on billboards, magazines, etc.

Device Ownership by Race and Ethnicity

• Enabled Smart TVs: Asian Americans have the highest penetration at 52%, while Black households saw the largest year-over-year growth at 29%.
• Smartphones: All groups over-index on smartphone usage, with Black adults leading.
• Game Consoles: Hispanic households have the highest penetration.
• Internet Connected Devices: Asian Americans have the highest penetration at 39%.

Summary of Key Trends

• Consistent Media Use: Despite changes in platforms, the total media usage remains steady at 10 hours and 30 minutes per day.
• Shift to Digital: Digital consumption is increasing, with smartphones and tablets becoming more central to media use.
• Demographic Differences: There are distinct differences in media consumption habits across age groups and racial/ethnic groups.
• Streaming Growth: Streaming services are becoming more influential in content selection, with increased usage and more users accessing content through these platforms.
• Radio's Dominance: Radio continues to be the most widely used media platform, with high reach and significant away-from-home usage.