From Millenials to Boomers, males to females, and a variety of racial/ethnic groups, part two of Nielsen’s State of the Media: Advertising & Audiences Report presents an in-depth look at usage by demographic. According to Nielsen, white TV viewers use their DVR twice as much as any other group on a daily basis, yet Asians watch the most timeshifted content as a share of overall TV time. Among popular online destinations for TV content – Hulu, Netflix and YouTube – Hispanics were most likely to watch video on Netflix, while Asians were most likely to watch on Hulu and black viewers on YouTube.
– Teens used a game console for eight minutes a night, on average, during primetime – more than twice as much as the general TV population.
– When watching TV and using their tablet simultaneously, male tablet users were more likely to look up information related to a TV program while females were more likely to up look info related to a TV ad.
– Females spend 61.2 percent of their timeshifted viewing during primetime watching Dramas.
– Online adults aged 25-54 are 23 percent more likely than the average U.S. Internet user to follow a brand via social networking and 29 percent more likely to purchase a product online that was featured on TV.
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