Mediamark Research, Inc. (MRI) today released its MediaDay study, which details the daily media usage of American consumers – including when they use particular media, where they are when they use them, what else they are doing at the time and how engaged they are with each medium.
Top-line results show that TV and radio are the most heavily used media on an average day; fewer consumers, however, report they were “very focused” when using these media when compared with the number who said they were “very focused” when online or reading magazines or newspapers.
Television is used by 83.6% of respondents, compared with 68.2% for radio, 55.6% for newspapers, 52.6% for the internet and 37.6% for magazines.
However, 34.7% of TV viewers and 16.5% of radio listeners report being “very focused” while using these media – compared with 54.6% for internet users, 50.0% for newspaper readers and 41.8% for magazine readers.
Moreover, despite the rise of multitasking, more than one-half of US internet users and magazine/newspaper readers report they are engaged in no other activity when using those media at home.
More than 70% of radio listeners are engaged in another activity while listening, compared with 54.1% who multitask while watching TV.
MediaDay data can be viewed in increments as small at 15 minutes across the entire 24-hour day. The information also can be viewed in hourly segments as well as custom-created dayparts.
The MediaDay study is conducted via a telephone recontact of 8,000 adults (aged 18+) who also participate in MRI’s national Survey of the American Consumer. Results are integrated with these respondents’ previously collected product usage and attitudinal data, resulting in data detailing the daily media behaviors for hundreds of specific marketing targets.