Addicted to screens

This is a heavyweight study (Video Consumer Mapping study) conducted on behalf of the Nielsen-funded Council for Research Excellence by Ball State University's Center for Media Design (CMD) and Sequent Partners.

The main conclusions:

• The 45-54 year olds consume the most video media (this includes TV, computer, mobile and any other form of screen input)
• Live television remains the big consumer of time across all ages.
• The quantity of time spent gazing at a screen is remarkably consistent across the age spectrum (see the chart) with the notable exception of the 45-54 year olds who gaze at even more TV than their parents.

This is a summary of the main report.

These headline conclusions belie the quantity and quality of the analysis contained in this study.

It is a remarkable insight into the screen viewing habits of Americans and hence a great guide to channel and advertising consumption. Dick Stroud