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Nielsen Releases Primetime Trends By Ethic, Gender Demos, Second Screen Habits

Published on April 30, 2012

Nielsen Company released some intriguing demographic data, from part 2 of its “State of the Media Spring 2012” report—this part presenting an in-depth look at usage by demographic (ethnicity, gender and age).

White TV viewers use their DVRs at twice as much as any other group on a daily basis for time-shifted viewing; yet Asians watch the most timeshifted content as a share of overall TV time.

Among the online destinations for streaming TV content, Hispanics are most likely to watch on Netflix (still no advertising opportunities), where Asians are most likely to watch on Hulu and black viewers on YouTube (both ad friendly).

Other findings:

  • Teens used a gaming console for an average of eight minutes during primetime, more than twice as much as the general TV population.
  • When watching TV and using their tablet computers simultaneously, male tablet users were more likely to look up information related to a TV program, and females were more likely to up look info related to a TV ad.
  • Females spend 61.2% of timeshifted viewing during primetime to watch dramas.
  • Females spend 46.9% of real-time viewing watching drama, versus 34.5% for men.
  • Females spend 13.5% of their time viewing sports, versus 32.7% for me. 
  • Online adults aged 25-54 are 23% more likely than the average U.S. Internet user to follow a brand via social networking and 29% more likely to purchase a product online that was featured on TV.

That eight-minute figure for teens and gaming seems low, frankly. Few games can be played in eight minutes. Presumably, that average is dragged down because teens who spend zero minutes on gaming outnumber those who spend hours at a time.