Simmons New Media StudyNEW YORK, NY--(Marketwire - July 14, 2009) - Earlier this month, Experian® Simmons(SM) released its most recent New Media Study. The Simmons New Media Study provides insight into Americans' use of various new and emerging media alongside traditional media channels. The media measured include mobile phones, social networking, instant messaging, blogging, gaming, social tagging/bookmarking, online video/audio, and dozens of other new and emerging media channels, as well as television, magazines and radio.
A sample of the consumer insights available from the New Media Study are listed below. For more information on the Simmons New Media Study or the insights below, email SimmonsMarketing@experian.com.
-- What activities do Americans do during a typical day, and how much
time do they spend on each activity? The five activities that take up the
most time besides sleeping (6.1 hours) are working (6.6 hours), watching
television (3 hours), using the Internet on a home computer (2.4 hours),
listening to the radio (1.7 hours) and reading books (1.5 hours).
Additionally, there aren't enough hours in the day for online Americans to
complete all of their activities. In fact, they would need at least 38
hours to fit everything in. However, since there are only 24 hours in a
day, they fit everything in by multitasking.
-- Which activity are Americans most likely to multitask on? Nine out of
10 online adults watched television in the last 24 hours, and 72 percent of
them multitasked by using at least one of 12 other measured media. The
three other activities they perform while watching television are surfing
the Web (not emailing) (27 percent), using their cellular phone (26
percent) and emailing (23 percent).
-- What is the fastest-growing new medium? Fifty-four percent of online
adults visited a social networking site in the last 30 days, an increase of
270 percent from the Fall 2007 New Media Study, making it the fastest-
growing new medium.
-- What are the top five reasons why Americans visit social networking
sites? Eighty-three percent of online Americans visit social networking
sites to keep in touch with their friends, 80 percent log on for fun, 66
percent reconnect with or find people they've lost touch with, 61 percent
use social networks to keep in touch with their family, and 42 percent
express themselves and their views via social networking sites.
-- For Americans with more than one cellular/mobile phone, what is the
primary purpose of their cell phone? Thirteen percent of cellular/mobile
phone users personally use two or more phones; among these consumers, 89
percent have at least one phone devoted primarily to personal use.
About Experian Simmons
As the oldest and most-respected authority on consumer behavior, Experian Simmons has been the Voice of the American Consumer™ for more than 50 years. Experian Simmons' studies chronicle everything, from the products consumers buy and the brands they use to their lifestyles, attitudes and media preferences. With more than 60,000 data variables across almost 500 product categories, Experian Simmons' studies constitute a database of exceptional breadth and depth -- providing actionable insights that help clients connect with their most valuable customers. Visit us at http://www.experiansimmons.com.
