[Editor’s Note: This is the latest quarterly update to this article, this time containing Q2 2013 data and trend analysis.] There’s a strong perception that with the rise of all things digital (mobile devices, social media use), youth have turned away from TV. An analysis of more than 2 years of data, including figures from Nielsen’s latest cross-platform report, suggests, though, that while youth are indeed watching less TV, it’s not yet a precipitous decline.
Nielsen’s most recent study indicates that the 18-24 group, for example, watched a weekly average of roughly 21-and-a-half hours of traditional TV during Q2 2013, exactly one hour less than they did in Q2 2012. That equates to a little less than 9 minutes per day. Read the rest at MarketingCharts.
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