MAM

Americans spend more time using the media than anything else

MUMBAI: The average American spends more time using media devices —television, radio, iPods and cell phones — than any other activity while awake, says a new study from Ball State University.

 

 

The Middletown Media Studies 2 (MMS2) also found participants are adept at managing their use of two or more types of media at the same time. About 30 per cent of the observed waking day was spent with media as the sole activity versus 20.8 per cent for work activity, while an additional 39 per cent of the day was spent with media while involved in some other activity. In any given hour no less than 30 per cent of those studied were engaged in some way with television, and in some hours of the day that figure rose to 70 per cent.

While television is still by far the dominant medium in terms of the time average Americans spend daily with media at 240.9 minutes, the computer has emerged as the second most significant media device at about 120 minutes. About 30 per cent of all media time is spent exposed to more than one medium at a time. People aged 18 to 24 spend less time online than any other age group except those older than 65. The levels of concurrent media exposure were higher among those 40 to 65 than people 18 to 39

 

 

Telecommunications professor Robert Papper says, "As a society, we are consumers of media. The average person spends about nine hours a day using some type of media, which is arguably in excess of anything we would have envisioned 10 years ago."

Use of the Web, e-mail and phones is substantially higher on Fridays than any other day of the week. Papper adds, "Television is still the 800-pound gorilla because of how much the average person is exposed to it. However, that is quickly evolving. When we combine time spent on the Web, using e-mail, instant messaging and software such as word processing, the computer eclipses all other media with the single exception of television.

 

 

The introduction of the computer into the workplace also has created a whole class of multitaskers. We thought that young people would be better at multitasking. But computers have forced older workers to do more than one thing at a time to survive in the workplace."

From an advertising perspective, the research has both good and bad news based on the array of new media outlets along with the challenge of more outlets competing for attention. Increased choice and interactivity is giving more control to consumers over their media experiences. Media strategies should perhaps no longer be media centric, but should focus on consumers. For example, if media usage increases on Fridays based on the assumption that people are planning social activities, then this would be potentially the best day to advertise movies, drink and food specials and other products.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/20/Kunal-Madhukar.jpg?itok=_VYqvmli
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anurag.jpg?itok=svdNEKHU
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Kantar.jpg?itok=xfY0XRLu
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Vivo_0.jpg?itok=fExeXtdx
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/bigbazzar.jpg?itok=0GsnoZ_x
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/inito.jpg?itok=AwQJneLI
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Deloitte.jpg?itok=4oU7Xx11
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/break.jpg?itok=NI2aMi1o
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pvr.jpg?itok=x_vsjB5p
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories