Nielsen’s 2018 Total Audience Report reveals the most avid consumers of media.
The increased racial and ethnic diversity across the U.S. is more prevalent than ever, and media usage and consumption is just one of the ways these differences and similarities are showcased.
Both media habits and consumer trends have continuously shifted, and some patterns emerge by race and ethnicity just as they do by age in Nielsen’s most recent Total Audience Report.
While U.S. adults spend 10 hours 24 minutes per day engaging with media across all platforms, findings report Black adults to be the most avid consumers of media, spending 12 hours and 46 minutes on it per day, which is 23% more time than the average adult consumer in the United States.
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Black Americans spend over 3 and a half hours longer per day than Hispanic adults on media and more time on live TV, TV-connected devices, and smartphones, making them the largest consumers of video, collecting a total of 7 hours 31 minutes per day of video usage.
Hispanics and Asian Americans also over-index on digital video as a whole. Asian Americans spend the least amount of time with video, despite they have largely embraced digital and emerging technologies more than any other group, registering the highest reach of internet connected devices (including apps on their smart TVs) at 43% and the greatest reach for computer, smartphone, and tablet usage.
Hispanics have the highest reach of game console usage at 18% and also over-index on smartphone usage.
Social media use consumers
In stark contrast to video consumption, social media usage is more consistent across different races and ethnicities.
When it comes to the most time spent on social networks, Asian Americans lead with 47 minutes of usage per day; Hispanics follow at 45 minutes per day; while Black Americans slightly under-index at 43 minutes per day.
When this usage is on smartphone devices rather than on a computer, Hispanics lead at 39 minutes per day, which is 87% of their total usage and the highest of any group.
You can consult a screenshot of the Nielsen Report below.