Oct. 26 2018 — GenZ/Millennials are watching more video than other generations, just not on TV, according to our first report on consumers' daily media use by hour.
Data derived from Kagan’s U.S. Consumer Insights survey conducted during third quarter 2018 showed that overall survey takers spend about six hours and 50 minutes per day on video, gameplay and listening to music, using on average 51% of this time for video, 28% for music and 21% for playing games.
By generation, GenZ/Millennials were the biggest media users at eight hours and 11 minutes per day with the rates dropping the older the survey taker gets. Males also over-index in terms of media use, especially with games. By ethnicity, Black/African Americans, Hispanic/Latino and Other (including Native Americans and Aleut Eskimos) all were above the average for total respondents at eight hours and 50 minutes per day, seven hours and 39 minutes per day and six hours and 58 minutes per day, respectively, for the three activities combined.
We calculated this data by asking survey takers to self-report how many hours they spend on these activities on a "typical" day.
For those who view the video, we asked a follow-up question to estimate the share of time spent viewing video by screen: TV, PC, smartphone or tablet. Overall survey takers estimated they spend about two hours and 19 minutes per typical day watching video on TV.
As might be expected, the TV screen is most popular with those 53 and older at two hours and 38 minutes per day. Those least likely to use the TV were GenZ/Millennials, other races and Asian survey takers at just one hour and 59 minutes, one hour and 45 minutes and one hour and 23 minutes per day, respectively.
Overall, survey takers spend about 31 minutes per day watching video on their PCs. Boomers/Seniors were the least likely to watch video from their laptop or PC screen at 25 minutes per day. Black/African Americans and GenZ/Millennials were the biggest PC video viewing fans at around 40 minutes per day each.
Smartphone viewing among all surveyed was 24 minutes per day. At 42 minutes per day, GenZ/Millennials are more likely to use their phones for viewing video than they are their PCs (39 minutes). Smartphone video viewing was more popular with females than males.
Overall, daily minutes for tablet video viewing among all surveyed was just 12 minutes. Other races and Asians were most likely to use tablets for video at 19 minutes and 18 minutes per day, respectively. Again, tablet video viewing was more popular with females than males.
Interest in video among younger Americans remains strong. Their viewing time is simply spent more on smaller screens compared to older survey takers.
Data presented in this article is from Kagan's U.S. Consumer Insights survey conducted in September 2018. The online survey included 2,536 U.S. internet adults matched by age and gender to the U.S. Census. The survey results have a margin of error of +/-1.9 ppts at the 95% confidence level. Generational segments are as follows: GenZ/Millennials: 18-37, Gen X: 38-52, Boomers/Seniors: 53+.
Consumer Insights is a regular feature from Kagan, a group within S&P Global Market Intelligence's TMT offering, providing exclusive research and commentary.