Media time is an essential element of American life. But life has been anything but routine this year. The 7th annual US Media Audience Demographics report poses the question: who’s listening to, reading, or watching what? Now more than ever, access to this knowledge is critical as marketers navigate an upended world, as changes wrought by the COVID-19 pandemic extend to consumers’ media behaviors.
The study sizes up the media landscape, then delves into the age, income and racial/ethnic composition of several media types across 3 media types: traditional; digital; and social media.
Some highlights from the study, which is available for purchase here, follow.
- With another contraction in audiences, traditional TV and radio are no longer the media with the widest reach among US adults.
- A larger portion of broadcast TV viewers are ages 65+ than 18-34. This is not true for cable TV’s audience, though.
- Terrestrial radio’s audience is most heavily concentrated in the 35-64 bracket, the only traditional medium for which this is the case.
- US adults are far more likely to read print periodicals online than to read a print newspaper or magazine on a weekly basis.
- Close to half of the national newspaper audience has a household income of at least $100k.
- Almost one-third of downloaded/streaming TV viewers are ages 18-34, a proportion roughly double that of the 65+ bracket.
- Although digital media types tend to attract younger audiences, people ages 55-64 are as likely as the average adult to visit magazine and newspaper websites.
- Internet radio continues to find appeal with Hispanics, though it is the lowest-indexing digital medium for Black adults.
- Snapchat and TikTok (new this year) share many audience similarities across age, income and race/ethnicity.
- Instagram also continues to have a tilt towards younger adults, and it also has the most diverse representation (Hispanics and Black American) of the 6 social media platforms analyzed.
The report can be purchased in 2 ways: as a PDF file containing charts and analyses ($99); or as a PDF file along with a folder containing all of the charts and underlying data ($179).
Head on over here for your copy.