Heavy usage of one of the top 3 media (by reach) does not necessarily mean that less time is spent with the other media, according to results from an Edison Research and Arbitron study. The study looks at self-reported average time per day spent with the internet, TV, and radio, sorting the results by heavy users of each. Heavy internet users (4+ hours per day) report spending more than 7 hours per day on the internet – but the amount of time they spend watching TV (3:35 vs. 3:33) and listening to the radio (2:07 vs. 2:04) is on par with the general population.
The same is true for heavy TV users (5+ hours per day). These viewers report watching a whopping 8 hours and 16 minutes per day of TV, on average, but also report spending more time on the internet (2:52 vs. 2:38) and listening to the radio (2:12 vs. 2:04) than the average American aged 12 and up.
Finally, heavy radio users (3+ hours per day) report spending almost 6-and-a-half hours per day listening to the radio. Compared to the general population, they spend almost as much time watching TV (3:31 vs. 3:33) and about 20 minutes more on the internet (3:00 vs. 2:38). Read the rest at MarketingCharts.
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