18-34 year old US males watch less TV, says study

MUMBAI: The elusive 18-34 year old male has finally turned up.

Bigresearch conducted its latest installment of its half yearly Simultaneous Media Usage Survey (Simm), and the findings confirm Nielsen's determination that 18 to 34 year old American men aren't watching as much TV as a year ago.

That age group prefers going online, playing video games and listening to radio, says an official release. The company's research VP Joe Pilotta added, "In today's culture, television is an intermittent companion, People have it on while they're doing other things. To treat it as if it were new to all, or as the only activity a consumer is taking part in, does not take into account the impact of the intermittent activity."

Simm quantifies how the public consumes media and the impact those patterns have on buying habits in a fragmented and changing marketplace. Of the 18-34 year old men surveyed, 57.5 per cent play video games while 72 per cent surf the Internet. 67 per cent watch movies and 71 per cent listen to the radio. Simultaneous use of online and radio media among 25 to 34 year old males has increased while simultaneous TV and online usage has decreased. Simultaneous usage of TV and magazines is also on the decline in this group.

Since August 2002, viewership of the idiot box among males 18-24 has gone down 8.8 per cent while that among those aged 25-34 is down 12.2 per cent. Those men who live at home with their parents are significantly less involved with media than those who are on their own. Similarly, activities in and out of the home are having an impact on how those consumers spend their time.

On the whole, however, media usage among males between the ages of 18 and 34 years is on the decline. Newspaper, magazine and TV watching is down, most notably on the younger side of that category. Male TV watchers from 18 to 24 are down 13 per cent and those who read newspapers in that age group is down 10.5 per cent.

Latest Reads
Hill+Knowlton Strategies India wins communication mandate for Discovery India

After a competitive multi-agency pitch, Hill+Knowlton Strategies, one of India’s premier communications consultancies

Television TV Channels English Entertainment
Doordarshan now wants all matches of men’s hockey WC

Even as TV sports channels are wracking their brains as part of a public consultation to justify why proposed tweaking of rules relating to mandatory sharing of signals of sporting events is not a good idea, the Indian government has gone ahead to notify hockey World Cup for sharing with the...

Television TV Channels Sports
Balaji Telefilms reports higher programming hours and better realisation

The Ektaa Kapoor-led Balaji Telefilms Ltd reported a consolidated profit from continuing operations of Rs 7.1 crore for the quarter ended 30 September 2018 (Q2 2019, quarter or period under review) as compared to a loss of Rs 22 crore for Q2 2018 and a loss of Rs 0.6 crore in the immediate trailing...

Television Production House Post Production
3rd Sahitya Aaj Tak India’s largest Hindi Literature Festival promises a grander & a bigger show

Aaj Tak, India’s No. 1 Hindi news channel with over 25 crore viewers (Source: BARC, TG:2+,Mkt:HSM, Period: W29'18-W32'18,) kicks-off the third edition of its annual mega Hindi literature festival - Sahitya AajTak .

Television TV Channels News Broadcasting
Excitement Tenfold as Nickelodeon India Brings a Week of fun to celebrate children’s day

The memories that we make as children always set path for the adult in us.  Nickelodeon, India’s leading kids’ entertainment franchise by Viacom18

Television TV Channels Kids
The Irwin Family -Terri, Bindi and Robert - come home to Animal Planet in ‘CRIKEY! IT’S THE IRWINS’ which premiers in India on November 15 at 9 PM IST

Lace up your boots because you’re about to embark on the journey of a lifetime with the family that’s bringing khaki back.

Television TV Channels English Entertainment

MUMBAI: A new study on type 2 diabetes (T2D) patients in India finds that obesity among diabetics is on the rise. The same study also revealed that majority of patients prefer to have fewer large meals as opposed to more frequent small meals which are more diabetes friendly The results are part of...

Television TV Channels News Broadcasting
Cartoon Network celebrates 20 years of heroic supremacy of The Powerpuff Girls in November

Cartoon Network, home to the three fabulous superhero sisters, Blossom, Bubbles and Buttercup rings in 20 glorious years of ‘The Powerpuff Girls’ this November. Cartoon Network India along

Television TV Channels Kids
Eros International acquires highly anticipated Telugu film Amar Akbar Anthony

Eros International Media Ltd, a leading global company in the Indian film entertainment industry, in association with Mythri Movie Makers will be releasing Telugu action entertainer Amar Akbar Anthony.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories