According to Nielsen’s first-quarter 2016 comparable metrics report, TV is still the preferred choice for overall viewing, and is the most heavily consumed platform among adults of all ages. TV continues to play a role in shaping our experiences of live historical events, as consumers continue to watch television as they watch history unfold. In fact, Live+DVR/time-shifted TV viewing accounts for 47% of the total average audience among adults 18+. Millennials ages 18-34 use TV connected devices over six hours per week, while adults 18-49 spent over 14 hours each week on their smartphones.
“Persons 18-34 spend as much time with PCs, mobile devices and TV-connected devices as they do with TV and radio,” said Glenn Enoch, SVP of Audience Insights at Nielsen. “This age group is the most likely to consume different types of content across a variety of devices.”
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