adobe media habits survey

MEDIA HABITS SURVEYADOBE DIGITAL INSIGHTS

MEDIA HABITS SURVEY | Q3 2017

METHODOLOGYThe Media Habits Survey for Q3 2017 contains data from a survey of over 1,000 US consumers conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their media consumption habits.

Respondents were recruited broadly from the population of US Internet users. 50.5% of respondents were female, and 49.5% were male. 11% were 18-24, 20% were 25-34, 27% were 35-49, 25% were 50-64 and 18% were 65 or over.


KEY FINDINGS1. TV isn’t always watched on TV

2. TV is fighting for consumers’ attention, especially during ads

3. TV is aging, but still has enormous reach

4. Audiences are fractured just as attention is fractured

5. No demographic group acts uniformly

6. Marketers must find their audience on any screen with any content

TV exists on a variety of devices:

People spend, on average, 19% of total time watching TV on connected TVs, 17% on smartphones, and 12% and on laptops.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Question: Approximately what percentage of your time watching news, TV shows, movies, and/or sports is spent on the following devices?


TV is Not on TV

We have become distracted watchers:1 in 3 people are looking at another device “most or all of the time.” 3 in 4 people are looking at another device at least sometimes.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Questions: When watching news, TV shows, movies, and/or sports, how often do you use any of the devices you own other then the one you are watching on to do something that is not related to what you are watching (e.g., check email while watching a movie)? Which device or devices (other than the one you are watching on) do you use most often for either related or unrelated activities when watching news, TV shows, movies, and/or sports?

TV and Smartphones go hand in hand:Nearly half of the time the second screen getting attention during distracted watching is a smartphone.


TV is Not Always the Focus

Distracted watching occurs mostly during TV commercials: Between 34% and 49% of people constantly use another screen when commercials are on.

10% of people tune out when ads come on.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Question: During the program: When watching the news, how often do you use any of the other devices you own? During commercial breaks: When watching the news, how often do you use any of the other devices you own?


Distraction Increases for Advertising

Commercial breaks have hard time reaching millennials: 79% of millennials are distracted by other devices during commercial breaks either ‘most of the time’ or ‘all of the time.’

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Question: Do you use another device while watching television at least some of the time?


Millennial Attention is Hardest to Get

Millennials Still Watch the News: 2/3 of adults watch the news on a TV screen; even among 18-34 year-olds that number is 50%.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Question: Do you primarily watch news online or on TV?


TV is Aging, But It’s Still Has Enormous Reach

Of course women watch sports: 1/3 women watch sports at least a few times a week if not more.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Question: How often do you watch sports TV programming?

Generation differences don’t matter: 27% of women 65 years-old or above still watch sports at least a few times a week.


Women Watch What Everyone Watches

Men enjoy showtunes: 1 in 4 men watch musicals at least a few times month if not more.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Questions: Thinking about movies, how often do you watch the following genres? (Romance? Musicals?)

It takes two to tango: 40% of men watch romance movies at least a few times a month.


Men Aren’t Stereotypes Either

Moms Command the TV: More Moms than Dads are watching TV solo (42% vs 38%)

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Questions: Thinking about movies, how often do you watch the following genres? How often do you watch TV with someone else?

Moms are ready to rock: Moms are more likely to watch Action, Adventure, Thriller, and Crime than Romance.


Moms Have Taken Control

Audiences aren’t defined by demographics any longer: Demographics do not define what people watch.

Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;Questions: What best describes your gender? What best describes your education level? What best describes your income level? How often do you watch the following genres?

Marketers must find their audience through data, targeting and precise understanding of who they want to reach.


No One is a Stereotype