2Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
Which came frst—more consumer choices that drove fundamental shifts in our media
behavior or lifestyle changes that begged for new technologies that ft the new way we now
live our lives Perhaps a little of both
Either way, consumers in today’s fragmented media landscape have so many ways to discover
content that matters to them. This plethora of options is shaping behavior, too, as the ability to
choose the source, device, location and time becomes more and more tailored. With each passing
day, consumers are able to further customize their own media usage into an individualized
experience akin to a media DNA, each consumer with an ability for complete personalization.
Using proven science to understand consumer media behavior is something Nielsen is unrivaled at doing. This
is especially true when we look at shifting behaviors beyond the here and now. In this re-imagined Nielsen Total
Audience Report, we’re focused on telling the story of what’s currently happening across the media landscape
for the U.S. consumer. The report examines overall media usage across linear (television and radio) and digital
platforms, reviews consumer access to devices and services, digs deeper into TV-connected device use, explores
usage diferences across various ages and race/ethnicities, and provides insights into households not considered
television homes.
HIGHLIGHTS FROM THIS Q1 2018 SUMMARY INCLUDE:
92% of U.S. adults listen to radio each week, the highest reach across platforms.
On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and
almost six hours a day with video alone.
Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices
compared to other demographics.
Black adults are the heaviest users of media overallpared to overall U.S., Hispanics listen to more
radio, and Asian Americans spend more time with computers and tablets.
Nearly 3% of TV homes subscribe to a virtual multichannel video programming distributor (vMVPD).
Almost 20% of consumers use a smart speaker in the household.
Two-thirds of U.S. TV households have devices capable of streaming content to the TV set.
One out of 10 minutes of television use in streaming capable homes is streaming to the TV set.
Over eight in 10 non-television households still view video content.
With the evolving media landscape, we have also made advancements in our measurement solutions and this
progress is represented throughout the report. The Nielsen Total Audience Report now uses our cross-platform
respondent-level data set, Total Media Fusion, to report on computer, smartphone and tablet measurement as
it best refects digital activity as a whole. To this extent, the more comprehensive and upgraded digital data is
not comparable to past reports but will be trended on a go-forward basis. Year-over-year comparisons will be
made available once a full year of data with common methodology is established. More details on sources and
methodologies used within the report can be found in the appendix.
We are excited about the content on the pages that follow and are confdent that these unparalleled insights will
help provoke thought, infuence decisioning and foster industry conversation as a way to drive positive outcomes.
Thanks,
PETER KATSINGRIS, SVP
AUDIENCE INSIGHTS
3Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
WEEKLY REACH ACROSS PLATFORMS
Q1 2018 WEEKLY REACH % OF USERS 18+ AMONG U.S. POPULATION
LIVE+TIME-SHIFTED TV
INTERNET CONNECTED DEVICEAPP/WEB ON A TABLET
DVD/BLU-RAY DEVICE
GAME CONSOLE
INTERNET ON A COMPUTER
APP/WEB ON A SMARTPHONE
RADIO
88%90%74%88%92%92%NA96%
15%12%9%12%60%54%71%47%
15%15%13%18%79%81%84%80%
35%32%43%38%47%43%52%44%
TotalHispanicBlackAsian American
P18+ Total Universe (millions)247 31 39 16
% of P18+ Total Universe13% 16% 7%
Radio measurement includes Asian Americans but cannot be separated from the total audience at this time
92% OF ADULTS
LISTEN TO RADIO
DURING THE
AVERAGE WEEK
Nine out of 10 U.S. adults (18+) use linear platforms in the average week.
Live+Time-shifted TV viewing reached 88% of persons in Q1 2018, while
radio had the largest reach across platforms at 92%. Radio also reaches
96% of all Hispanic adults each week.
Over a third of persons use their internet connected devices (including
apps on their smart TVs) during the average week, with a higher reach of
43% for Asian Americans. Computer reach is highest with Asian Americans
as well, with 71% using the device weekly. Regardless of race or ethnicity,
smartphones remain universally popular, reaching four out of fve adults
while tablets are used by less than half of all adults weekly.
4Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
AVERAGE TIME SPENT PER ADULT 18+ PER DAY
BASED ON TOTAL U.S. POPULATION
MEDIA CONNECTED CONSUMERS
0:260:06
0:14
0:220:06
0:13
0:210:06
0:13
3:540:310:4310:300:401:482:14
4:080:360:4410:470:371:472:14
20204:100:360:4711:060:391:462:22Q1
Q4
Q3
Live TVTime-Shifted TVRadio
Internet Connected Device
Internet on a ComputerApp/Web on a SmartphoneApp/Web on a Tablet
DVD/Blu-ray DeviceGame Console
U.S. ADULTS SPEND
OVER 11 HOURS PER
DAY CONNECTED TO
MEDIA
U.S. adults are spending nearly half a day—over 11 hours—listening to,
watching, reading or generally interacting with media. Time spent across
all media in Q1 2018 increased 19 minutes from the prior quarter. This
increase in media time is driven by more time on TV-connected devices
(+5 minutes) and with digital platforms (+13 minutes). Live+Time-shifted
TV viewing remained relatively fat at four hours and 46 minutes a day.
Note that seasonality plays a role with quarterly television usage trends,
particularly as people transition from holiday breaks and the occurrence
of several marquee sporting events, such as the Olympics and the Super
Bowl. Radio usage was one hour and 46 minutes in Q1 2018, trending
consistently with prior quarters.
Digital usage across computer, smartphone, and tablet continue to play a
growing role with the adult U.S. consumer. In Q1 2018, three hours and 48
minutes a day were spent on digital, with app/web usage on smartphone
accounting for 62% of that time.
Note:Some amount of simultaneous usage may occur across devices.。