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From smartphones to tablets and even the latest generation gaming consoles, today’s technology is changing rapidly. According to Nielsen’s third-quarter Total Audience Report — formerly the Cross-Platform Report — this fragmentation doesn’t apply just to technology; consumers’ media consumption habits are following suit.
The recent proliferation of new devices allows consumers to connect with content anytime and anywhere.
The majority of Nielsen’s latest information release concerns video. The audience research firm says Americans spent a little more than 141 hours a month connecting with traditional television in third quarter 2014. During the same period, the overall population also saw over an hour increase in time spent watching time-shifted content and a four-hour increase watching video on the Internet.
Overall, American’s average daily time spent watching live TV decreased 12 minutes from 4 hours and 44 minutes in third-quarter 2013 to 4 hours and 32 minutes in third-quarter 2014. Conversely, consumer’s daily time spent using a smartphone increased 23 minutes, from 1 hour and 10 minutes to 1 hour and 33 minutes per day.
In one graphic, Nielsen notes that radio listening fell second to TV viewing. Overall, American’s average daily time spent listening to AM/FM radio 2 hours 47 minutes in third-quarter 2014, down slightly from 2 hours and 44 minutes in third-quarter 2013 and 2 hours and 51 minutes in Q3 of 2012.
Conversely, consumer’s daily time spent using a smartphone increased from 53 minutes per day in Q3 2012, to 1 hour and 10 minutes in Q3 2013 to 1 hour and 33 minutes per day for the same period in 2014.