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1 Time Spent Using Media

1 Time Spent Using Media

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“Thanks to media multitasking, U.S. adults will

squeeze an average of 12 hours and 5 minutes

per day of media usage into their waking hours

this year – nearly an hour more than the average

in 2011.”

eMarketer, 6/6/16

_________________________________________________________________



15.2 Internet Access

American’s Internet Access: 2000-2015, by Pew Research Center

(www.pewresearch.org), reports adult use of the Internet as follows:

• 2000:

52%

• 2008:

74%

• 2001:

55%

• 2009:

76%

• 2002:

59%

• 2010:

76%

• 2003:

61%

• 2011:

79%

• 2004:

63%

• 2012:

83%

• 2005:

68%

• 2013:

84%

• 2006:

71%

• 2014:

84%

• 2007:

74%

• 2015:

84%

In 2015, Internet usage among adults was as follows:

Gender

• Female:

84%

• Male:

85%

Age

• 18-to-29:

• 30-to-49:

• 50-to-64:

• 65 and older:



96%

93%

81%

58%



Education

• Some high school:

• High school graduate:

• Some college:

• College graduate:



66%

76%

90%

95%



CONSUMER BEHAVIOR 2017-2018



• 108 •



Income

• Less than $30,000:

• $30,000 to $49,999:

• $50,000 to $74,999:

• $75,000 and higher:



74%

85%

95%

97%



Race/Ethnicity

• African-American:

• Asian-American:

• Caucasian:

• Hispanic:



78%

97%

81%

85%



Residence

• Rural:

• Suburban:

• Urban:



78%

85%

85%



15.3 Home Broadband

Home Broadband 2015, by Pew Research Center, reports household use of

home broadband for Internet access as follows:

• 2000:

1%

• 2008:

56%

• 2001:

8%

• 2009:

60%

• 2002:

11%

• 2010:

62%

• 2003:

17%

• 2011:

61%

• 2004:

25%

• 2012:

65%

• 2005:

34%

• 2013:

70%

• 2006:

42%

• 2014:

68%

• 2007:

55%

• 2015:

67%

Broadband use peaked in 2013. In 2015, 14% of households depended on a

smartphone for Internet connectivity, an increase from 8% that did so in 2013.

In 2015, home broadband access among adults was as follows:

Gender

• Female:

67%

• Male:

66%

Age

• 18-to-29:

• 30-to-49:

• 50-to-64:

• 65 and older:



75%

74%

65%

45%



CONSUMER BEHAVIOR 2017-2018



• 109 •



Education

• High school:

• Some college:

• College graduate:



47%

75%

87%



Income

• Less than $20,000:

• $20,000 to $49,999:

• $50,000 to $74,999:

• $75,000 to $99,999:

• $100,000 and higher:



41%

63%

80%

88%

90%



Race/Ethnicity

• African-American:

• Caucasian:

• Hispanic:



54%

72%

50%



Residence

• Rural:

• Suburban:

• Urban:



55%

70%

67%



15.4 Smartphone Use

U.S. Smartphone Use in 2015, by Pew Research Center, reports that 64% of

adults own a smartphone. The demographics of smartphone owners are as follows:

Gender

• Female:

63%

• Male:

66%

Age

• 18-to-29:

• 30-to-49:

• 50-to-64:

• 65 and older:



85%

79%

54%

27%



Education

• High school:

• Some college:

• College graduate:



52%

69%

78%



Income

• Less than $30,000:



50%



CONSUMER BEHAVIOR 2017-2018



• 110 •











$30,000 to $49,999:

$50,000 to $74,999:

$75,000 and higher:



71%

72%

84%



Race/Ethnicity

• African-American:

• Caucasian:

• Hispanic:



70%

61%

71%



Residence

• Rural:

• Suburban:

• Urban:



52%

66%

68%



15.5 Online Activities

Since 2000, the Center for the Digital Future (www.digitalcenter.org) at the

University of Southern California, Annenberg School for Communication has conducted

the Digital Future Project. 2015 Digital Future Project reported that 91% of Americans

accessed the Internet, with an average of 21.5 hours per week spent online, 16.1 hours

of which were at home.

According to the center, the following percentages of Internet users engaged in

these online activities at least once a month:

• Email:

96%

• Internet surfing without a specific destination:

87%

• Look for news online:

79%

• Visit social networking sites:

74%

• Download/listen to music:

65%

• Download/watch videos:

64%

• Look for health information:

54%

• Play online games:

53%

• Search for humorous content:

52%

• Read blogs:

43%

• Listen to online radio stations:

38%

• Look for travel information:

37%

• Look for job/work:

29%

• Look at religious/spiritual content:

26%

• Gamble:

11%



15.6 Cross-Platform Access Of Content

According to comScore (www.comscore.com), time spent online with various

types of content is distributed by platform as follows:



CONSUMER BEHAVIOR 2017-2018



• 111 •





































Automotive:

Business/finance:

Entertainment:

Food:

Games:

Health:

Lifestyles:

News/information:

Radio:

Retail:

Social media:

Sports:

Technology:

TV:

Weather:

Total:



Computer



Smartphone



Tablet



76%

68%

50%

56%

18%

54%

50%

62%

8%

49%

33%

62%

20%

68%

36%

49%



16%

29%

39%

28%

48%

40%

32%

31%

77%

35%

58%

31%

64%

12%

55%

39%



8%

3%

11%

16%

34%

6%

18%

7%

15%

16%

9%

7%

16%

20%

9%

12%



15.7 Market Resources

2015 Digital Future Project, 13th Edition, Center for the Digital Future at the University of

Southern California, Annenberg School for Communication & Journalism, 11444 West

Olympic Boulevard, Suite 120, Los Angeles, CA 90064.

(www.digitalcenter.org/wp-content/uploads/2013/06/2015-Digital-Future-Report.pdf)

comScore, 11950 Democracy Drive, Suite 600, Reston, VA 20190. (703) 438-2000.

(www.comscore.com)

Digital Democracy Survey, 10th Edition, Deloitte, March 2016.

(www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/

digital-democracy-survey-generational-media-consumption-trends.html)

eMarketer, 11 Times Square, New York, NY 10036. (212) 376-5291.

(www.emarketer.com)

Pew Research Center for Internet, Science & Technology, 1615 L Street NW, Suite

700, Washington, DC 20036. (202) 419-4500. (www.pewinternet.org)



CONSUMER BEHAVIOR 2017-2018



• 112 •



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