Video Consumer Mapping Study

Live viewing of television is still the dominant form of video consumption in the U.S. and younger baby boomers (age 45-54) are the biggest consumers of video media, averaging just over 9-1/2 hours per day.

These are among the key take-aways from a pioneering study conducted on behalf of the Council for Research Excellence (CRE) by Ball State University's Center for Media Design and Sequent Partners and released in March 2009.

We have prepared a PowerPoint so that you may share these very positive findings with your customers to view click the CRE Ball State Video Consumer Mapping Study PPT.

Among the study's other important findings:

  • Computer video tends to be quite small with an average time of just two minutes (a little more than 0.5 percent) a day.
  • TV in the home still commands the greatest amount of viewing, even among those ages 18-24.
  • TV users were exposed to, on average, 72 minutes per day of TV ads and promos —dispelling a commonly held belief that modern consumers are channel-hopping or avoiding most of the advertising in the programming they view.
  • "Environmental" exposure outside the home, while still relatively small at just 2.8 percent of total video consumption today, could nearly double during the next few years.



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