Radio, suffering from the economic downturn, got another kick in the pants this week. It’s now the #3 must used media losing 2nd place to “computers” with TV taking top honors.
A Ball State University and Sequent Partners study commissioned by the Nielsen funded Council For Research Excellence reports computer usage has replaced radio as the No. 2 media activity. The finding is consistent across big and small markets — unaffected by longer commuting times which should favor radio’s morning and afternoon drivetime dayparts. Print ranks fourth.
The study includes some predictable news, too: despite the growth of streaming media, TV is still the way most people consume their video.
Ball State observers recorded media consumption in :10 increments for traditional television, computer, mobile devices and “all other screens” (including display screens in out-of-home environments, in-cinema movies and other messaging and even GPS navigation units). The study recorded 750,000 minutes of usage over 952 days. Researchers used a handheld smart keyboard equipped with a custom media collector program to collect media exposure data.
Source: Council For Research Excellence
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