Time spent consuming media is on the rise for people 35 to 64

As more media consumption vehicles become available to consumers, some users are making room by using multiple media platforms simultaneously.

According to MediaPost, Knowledge Networks’ MultiMedia Mentor service recently released the findings on how consumers use eight key media. Results found that people between the ages of 35 and 64 had the most prominent impact from social and mobile media.

This age bracket spends nearly three more hours a day engaged in media than the general population. For example, the general population daily spends approximately 11 hours and 17 minutes consuming content from all kinds of media like computer, music/audio, television, print, movies, video games, and out of home.

For heavy social media users, they can spend daily about 13 hours and 37 minutes on various vehicles, and likewise, heavy mobile media users spend about 14 hours and 12 minutes a day. A reason for the disparity is that social and mobile media are being consumed along with television and the Internet at the same time, which creates longer time spans for total media usage.

Knowledge Networks did note differences between the general population and younger adults aged 18 to 34, but they were not as substantially different as with the older adults.

As more media consumption vehicles become available to consumers, some users are making room by using multiple media platforms simultaneously. This can give advertisers a great opportunity to reach target audiences through a united message on the various platforms.

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