[ press Release ]
USERS OF SOCIAL, MOBILE MEDIA IN THE 35-TO-64 AGE GROUP DEVOTE UP TO 3 HOURS MORE TIME TO MEDIA DAILY
Simultaneous use of TV, Internet is also dramatically higher than average, says new Knowledge Networks cross-media research
Menlo Park, CA; June 3, 2010: Adults (ages 35 to 64) who use social or mobile media spend dramatically more time with media generally, and are also much more likely to use TV and the Internet simultaneously, than average people in the same age group. These differences are also present, but less pronounced, in the 18-to-34 age range.
The new findings come from MultiMedia Mentor®, a Knowledge Networks service that tracks consumer use of eight key media and helps clients allocate media more effectively to reach key target groups.
According to the latest MultiMedia Mentor® findings, 35-to-64 social media users spend about 2 1/2 additional hours with media daily (see table below), compared to the average for that age group, and mobile media users spend about 3 additional hours.
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Knowledge Networks also found that, in the 35-to-64 age group, 64% of social media users and 51% of mobile media users said they had used TV and the Internet simultaneously in the past 24 hours, compared to 33% for the general population.
The 18-to-34 difference
Young adults (ages 18 to 34) who use mobile media spend about 11 hours with media per day, and social media users about 1 1/2 hours, compared to a daily average of about 9 1/2 hours for their age group.
"For young adults, cell phones and the Internet are often a way of life – so their use of mobile and social media is more pervasive and natural," said Robert DeFelice, Vice President, Client Service. "But older adults have come to digital media late in the game – so there is a more pronounced divide between those who make extensive use of digital media and those who just dabble. We also see that these digital media users are more likely to be 'creating' media time by using TV and the Internet simultaneously – which, of course, creates a host of opportunities for synergy between these two platforms."
KN also found that both social and mobile media users, in the 18-to-34 and 35-to-64 age groups, spend the same amount of time with television as average members of those groups. But the social users and mobile users devote much more time to the Internet – an additional 1 1/2 hours per day for the 18-to-34 group, and almost 2 hours more for those 35 to 64.
MultiMedia Mentor® conducts roughly 5,000 extensive interviews each year with members of KnowledgePanel® about their use of media, as well as their consumption of soda, their car purchasing plans, and other key points. KnowledgePanel® is the only online panel based on a statistically valid sample of the full U.S. population, representing both the on- and off-line populations. The data in this release are based on the Fall 2009 data set, encompassing over 2,500 interviews; the margin of error is +/-3%.
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.
