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Media Usage - US - September 2010

Technological innovations have changed how consumers spend their free time, whether at home or on the go. This report focuses on how technological advances in consumer electronics, entertainment content and communications are changing the media engagement landscape. Forward-looking analysis of trends, particularly based on data by age, gender and household income, show how media usage will affect business models and marketing efforts in upcoming years. To this effect, the following questions are addressed:

  • How has increased interest in and reliance on the internet affected news and information gathering, leisure activities and modes of communication?
  • How has competition for consumer leisure time shifted in recent years?
  • How is media usage affected by differences in age, gender, income and race/Hispanic origin?
  • How are hardware and software developments shaping communication, video, reading and audio usage?
  • How are smartphones, tablets and other portable devices influenced by media usage?
  • What are the implications of an increasingly portable lifestyle?
  • How can shifting usage of technology be used in marketing to hard-to-reach demographics?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations
              • Terms
              • Executive Summary

                • Why 25-34-year-olds rule media
                  • Internet disruptive—but only on this side of the digital divide
                    • Internet vs. WWW
                      • TV remains centrepiece of entertainment
                        • Second and third screens carry one in six video hours
                          • Rise of text/group communications against voice/direct communication
                            • E-reading takes over from print
                              • Online, satellite radio picking up steam
                                • Casual gaming crosses all ages, but console does not
                                  • Men trail women in books, communication, multiple online activities
                                    • Clues to future behavior in Asian population bode poorly for pay TV
                                    • Insights and Opportunities

                                      • Capitalizing on fragmentation via cross-media properties
                                        • Continued experiments in music business models
                                          • One-stop audio app
                                            • Ad-based ownership
                                            • Inspire Insights

                                                • Trend: Over-optioned consumers
                                                  • Implications
                                                  • Demographic Differences Related to Media Usage

                                                    • Key points
                                                      • Understanding the young
                                                        • Characteristics of age in the offline sample
                                                          • Figure 1: Population characteristics of offline sample, by age, April 2009-December 2009
                                                        • Relationship between age, HH income, class and education in the online sample
                                                          • Figure 2: Population characteristics of online sample, by age, June 2010
                                                        • Impact of educational attainment on internet usage
                                                          • Figure 3: Internet-driven disruption of traditional media, by educational attainment, April 2009-December 2009
                                                          • Figure 4: Internet as a primary source of entertainment, by educational attainment, April 2009-December 2009
                                                        • Impact of educational attainment on print media
                                                          • Figure 5: Attitudes towards print media, by educational attainment, April 2009-December 2009
                                                        • How the highest-income households differ
                                                          • Figure 6: Population characteristics of offline sample, by household income, April 2009-December 2009
                                                          • Figure 7: Population characteristics of online sample, by household income, June 2010
                                                      • Time Spent with Media

                                                        • Key points
                                                          • Cumulative hours indicate heavy multi-tasking
                                                            • Figure 8: Hours spent with different types of media in the last week, June 2010
                                                          • Men spend nine hours more per week with media
                                                            • Figure 9: Hours spent with different types of media in the last week, by gender, June 2010
                                                          • 25-34s consume the most media
                                                            • Figure 10: Hours spent with media in last week, by age, June 2010
                                                        • Internet Disruption and the Digital Divide

                                                          • Key points
                                                            • Trended overview
                                                              • Figure 11: Role of internet in day-to-day life, 2005-09
                                                            • The loss of some engagement among a minority of users wreaks havoc
                                                              • Figure 12: Internet-driven disruption of traditional media, by age, April 2009-December 2009
                                                            • More disruption yet to come
                                                              • Figure 13: Internet-driven disruption of traditional media, trended, 2005-09
                                                          • Online Activities

                                                            • Key points
                                                              • Behavioral shifts suggest decreasing importance of PCs
                                                                • Rise in online banking presages shifts in consumer use of credit and cash
                                                                  • Figure 14: Online activities in last month, by year, 2005-09
                                                                • Women more involved in… almost everything
                                                                  • Figure 15: Online activities in last month, by gender, April 2009-December 2009
                                                                • PC app use on the rise
                                                                  • Figure 16: PC app usage in last year, trended, 2005-09
                                                                • PC app usage driven by youth
                                                                  • Figure 17: PC app usage in last year, by age, April 2009-December 2009
                                                              • WWW

                                                                • Introduction
                                                                  • Key points
                                                                    • Web maturing into standard destinations
                                                                      • Figure 18: Number of sites visited in past week, by age, April 2009-December 2009
                                                                      • Figure 19: Number of sites visited in past week, by household income, April 2009-December 2009
                                                                    • Surfing for the next big thing… or even the next little thing
                                                                      • Role of education in web surfing
                                                                        • Figure 20: Attitudes towards web surfing, by educational attainment, April 2009-December 2009
                                                                      • Trend towards the social
                                                                        • Figure 21: Websites ranked by visitors in last month, Quantcast vs. Experian Simmons, April-December 2009 vs. June 2010
                                                                      • Site popularity shaped by “winner takes all” principle
                                                                          • Figure 22: Websites visited in last month, 2007 vs. 2009
                                                                        • Leading web brand ad spend up 21% in 2009
                                                                          • Figure 23: Traditional ad spend for web brands, top sites, 2008 vs. 2009
                                                                        • Amazon top shopping site, appeals to all ages
                                                                          • Figure 24: Shopping websites visited in past month, by age, April 2009-December 2009
                                                                        • Leading brands powered by young audience
                                                                          • Figure 25: Leading websites visited in the past month, by age, April 2009-December 2009
                                                                          • Figure 26: Sites skewing towards older age brackets, by age, April 2009-December 2009
                                                                      • Video on Television

                                                                        • Key points
                                                                          • Television still the king of entertainment…
                                                                            • Figure 27: Main source of entertainment, by age, April 2009-December 2009
                                                                            • Figure 28: Television as main source of entertainment, trended, January 2005-December 2009
                                                                          • … and also still a principal source of news
                                                                            • Figure 29: Traditional media usage for news updates, by age, April 2009-December 2009
                                                                          • The DVR phenomenon
                                                                            • DVR penetration more than doubled since 2005
                                                                              • Figure 30: DVR penetration, 2005-09
                                                                            • Household income more robust driver than age for DVRs
                                                                              • Figure 31: DVR penetration, by age, HH income, and marital status, April 2009-December 2009
                                                                            • Broadcast television still leading media activity
                                                                              • Figure 32: Weekly hours spent viewing of television programming types, June 2010
                                                                              • Figure 33: Arranging schedule around TV broadcast programming, by age, April 2009-December 2009
                                                                            • Those aged 25-34 show most variety in content-sourcing for TV
                                                                              • Figure 34: Types of content viewed on a television, by age, June 2010
                                                                              • Figure 35: Weekly hours spent watching video on a television, by age, June 2010
                                                                            • Penetration increases in pay TV, DVR, PPV… until Q2 2010
                                                                              • Figure 36: Penetration for pay TV and related services, trended, 2006-09
                                                                          • Video on PCs and Portables

                                                                            • Key points
                                                                              • Video on PC and portables carries one in six total video hours
                                                                                • Figure 37: Hours spent viewing video on PCs and portables in last week, June 2010
                                                                              • Separate functionality for separate screens still the norm for now
                                                                                • Figure 38: Attitudes towards advanced viewing services, by age, June 2010
                                                                              • Under-35s key to portable and online video market
                                                                                • Figure 39: Any viewing of video on non-television devices, by age, June 2010
                                                                              • Men partake in portable and PC-based video
                                                                                • Figure 40: Any viewing of video on non-television devices, by gender, June 2010
                                                                              • For most types of video, penetration rises at $75K
                                                                                • Figure 41: Any viewing of video on non-television devices, by household income, June 2010
                                                                              • Weekly non-TV video hours more than double among 25-34-year-olds
                                                                                • Figure 42: Hours spent viewing video on non-television devices in the last week, by age, June 2010
                                                                            • Communication Media

                                                                              • Key points
                                                                                • Landline trends down from the universal
                                                                                  • Figure 43: U.S. landline ownership, 2006-09
                                                                                • More time spend with text/multimedia formats than audio/video
                                                                                  • SNS poised to pass cell phone calls as most used communication
                                                                                    • Figure 44: Hours spent communicating via internet or phone in last week, June 2010
                                                                                  • More respondents talk on cell phone than landline
                                                                                    • Figure 45: Use of communication technology, by age, June 2010
                                                                                  • Under-35s log most communication hours
                                                                                    • Figure 46: Hours spent communicating via internet or phone in the last week, by age, June 2010
                                                                                  • Communication the one form of media more used by women
                                                                                    • Figure 47: Hours spent communicating via internet or phone in the last week, by gender, June 2010
                                                                                • Reading and Browsing

                                                                                  • Key points
                                                                                    • E-books and e-readers in rapid adoption
                                                                                      • E-reading finds an audience among 25-34-year-olds
                                                                                        • Figure 48: Reading and browsing penetration, by age, June 2010
                                                                                        • Figure 49: Hours spent reading and browsing in the last week, by age, June 2010
                                                                                      • Women spend more time with books, men spend more time e-reading
                                                                                        • Figure 50: Hours spent reading and browsing in the last week, by age, June 2010
                                                                                    • Music

                                                                                      • Key points
                                                                                        • Rise of internet radio and Pandora
                                                                                          • Figure 51: Music-acquisition and related app usage in the last year, 2007 vs. 2009
                                                                                        • Traditional radio retains most hours of audio and highest penetration
                                                                                          • Figure 52: Radio/music listening, by age, June 2010
                                                                                          • Figure 53: Hours spent listening to the radio or music in the last week, June 2010
                                                                                        • Under-25s spend twice as much time listening to MP3s
                                                                                          • Figure 54: Hours spent listening to the radio or music in the last week, by age, June 2010
                                                                                        • Men spend 2.5 hours more per week with audio
                                                                                          • Figure 55: Hours spent listening to the radio or music in the last week, by gender, June 2010
                                                                                        • In-car usage remains central driver for traditional radio
                                                                                          • Figure 56: In-car use of radio, by age, April 2009-December 2009
                                                                                        • Satellite radio penetration nearly triples in four years
                                                                                          • Figure 57: Satellite radio ownership and intent to buy, trended, May 2005-December 2009
                                                                                        • Substantial skew for satellite by household income
                                                                                          • Figure 58: Satellite radio ownership and plans to buy, by household income, April 2009-December 2009
                                                                                      • Gaming

                                                                                          • Key points
                                                                                            • Younger respondents spend more time gaming…
                                                                                              • Figure 59: Video game ownership and play, by age, April 2009-December 2009
                                                                                            • … but older respondents are more likely to engage in casual PC games
                                                                                              • Figure 60: Any gaming, by age, June 2010
                                                                                              • Figure 61: Hours spent gaming in the last week, by age, June 2010
                                                                                            • Men still spend more time gaming
                                                                                              • Figure 62: Hours spent gaming in the last week, by gender, June 2010
                                                                                          • The Impact of Race and Hispanic Origin

                                                                                            • Key points
                                                                                              • Population characteristics
                                                                                                  • Figure 63: Population characteristics of offline sample, by race/Hispanic origin, April 2009-December 2009
                                                                                                • Asians as bellwethers: More disruption for broadcast and print ahead
                                                                                                  • Figure 64: Home internet usage in past week, by race/Hispanic origin, April 2009-December 2009
                                                                                                  • Figure 65: Internet-driven disruption of traditional media, by race/Hispanic origin, April 2009-December 2009
                                                                                                  • Figure 66: Pay TV, PPV, and DVR penetration, by race/Hispanic origin, Nov 2008-Dec 2009
                                                                                                  • Figure 67: Attitudes towards print media, by race/Hispanic origin, April 2009-December 2009
                                                                                                  • Figure 68: Internet as source of news, by race/Hispanic origin, April 2009-December 2009
                                                                                                • Asians adopt internet-sourced content, but maintain interest in broadcast
                                                                                                  • Figure 69: Sources of content viewed on TV, by race and Hispanic origin, June 2010
                                                                                              • Cluster Analysis

                                                                                                  • Media Mavens
                                                                                                    • Demographics
                                                                                                      • Characteristics
                                                                                                        • Opportunity
                                                                                                          • Adopters
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunity
                                                                                                                  • Traditionalists
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Cluster characteristics
                                                                                                                            • Figure 70: Media usage clusters, June 2010
                                                                                                                            • Figure 71: Penetration for video usage on PCs and portables, by clusters, June 2010
                                                                                                                            • Figure 72: Penetration for communication media usage, by clusters, June 2010
                                                                                                                            • Figure 73: Penetration for browsing and reading media usage, by clusters, June 2010
                                                                                                                            • Figure 74: Penetration for radio and music usage, by clusters, June 2010
                                                                                                                            • Figure 75: Penetration for video game usage, by clusters, June 2010
                                                                                                                          • Cluster demographics
                                                                                                                            • Figure 76: Media usage clusters, by gender, June 2010
                                                                                                                            • Figure 77: Media usage clusters, by age group, June 2010
                                                                                                                            • Figure 78: Media usage clusters, by household income group, June 2010
                                                                                                                            • Figure 79: Media usage clusters, by race, June 2010
                                                                                                                            • Figure 80: Media usage clusters, by Hispanic origin, June 2010
                                                                                                                          • Cluster methodology
                                                                                                                          • Appendix: The Impact of Children in the Home

                                                                                                                            • Differences largely age driven
                                                                                                                              • Figure 81: Attitudes towards print, by presence of children in household, April 2009-December 2009
                                                                                                                            • Gaming
                                                                                                                              • Figure 82: Own or play video games, by presence of children in household, April 2009-December 2009
                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                              • Figure 83: Penetration of pay TV, PPV, by age, HH income, and marital status, Nov 2008-Dec 2009
                                                                                                                              • Figure 84: Types of video content viewed on a television, by household income, June 2010
                                                                                                                              • Figure 85: Sources of content viewed on TV, by gender, June 2010
                                                                                                                              • Figure 86: Attitudes towards local information on the internet, by gender, April 2009-December 2009
                                                                                                                              • Figure 87: Attitudes towards traditional media, by educational attainment, April 2009-December 2009
                                                                                                                              • Figure 88: Population characteristics of online sample, by race/Hispanic origin, June 2010
                                                                                                                              • Figure 89: Use of Windows Media Player and iTunes, by household income, April 2009-December 2009
                                                                                                                          • Appendix: YouTube vs. Pandora for Audio

                                                                                                                              • Figure 90: Sites used to stream internet music in past week, November 2009

                                                                                                                          Companies Covered

                                                                                                                          • Amazon.com Inc
                                                                                                                          • Apple, Inc
                                                                                                                          • Barnes & Noble, Inc
                                                                                                                          • Consumer Electronics Association
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Federal Communications Commission (FCC)
                                                                                                                          • Google, Inc.
                                                                                                                          • Netflix, Inc.
                                                                                                                          • PayPal Inc.
                                                                                                                          • Research In Motion (USA)
                                                                                                                          • Starbucks Corporation
                                                                                                                          • Weight Watchers International Inc.
                                                                                                                          • Yahoo! Inc
                                                                                                                          • YouTube, Inc.

                                                                                                                          Media Usage - US - September 2010

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