College Student Access To Select Media By Channel, January 2013 [CHART]
The 18-24 demographic is watching slightly less TV these days, and concurrently watching more internet and mobile video. But, as Nielsen points out with newly released data, this is anything but a monolithic demographic, with its media habits influenced by education, lifestyle, and living situation. In a blog post, Nielsen examines media access for extended home college students (those who live at school during the year, but are still part of their parents’ household), finding gaps in their access to DVRs, game consoles and premium cable channels when living in their extended homes (such as a college dorm room).
According to the Nielsen figures, while 66% of this group of 18-24-year-olds own a DVR in their primary residences, just 9% have access to one when in their extended home. Similarly, game console access is higher in their primary homes than in their extended residences (72% vs. 53%), as is their access to cable with premium channels (58% vs. 31%). Only general cable access seems unaffected, virtually universal for this group in either residence. Read the rest at MarketingCharts.