[Editor’s Note: This is the latest quarterly update to this article, this time containing Q1 2013 data and trend analysis.] There’s a strong perception that with the rise of social media, mobile device usage, and other such digital trends, youth have put TV on mute. According to the most recent cross-platform report from Nielsen, traditional TV consumption continues to drop off on a year-over-year basis among 18-24-year-olds, though the rate of decline slowed somewhat in Q1.
On a positive note, the drop-off doesn’t appear to have reached dramatic proportions of yet: the 18-24 group, for example, watched a weekly average of almost 23 and a half hours of traditional TV in Q1 2013, about 1 hour and 20 minutes less than they did in Q1 2012. That’s about 11 minutes per day. Read the rest at MarketingCharts.