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July 17, 2009

Research Shows New Media Channels Eating Up People's Time



By Carolyn J Dawson, TMCnet Contributor


Consumer behavior research firm Experian Simmons recently came out with a research paper titled the “New Media Study” which explores American consumer patterns in the several kinds of new and emerging media, besides old fashioned media channels.


The surveyed media include, among others, mobile devices, social networking portals, instant messaging, blogging, gaming, social tagging/bookmarking and online video and audio. Traditional media channels like television, radio and magazines too came within the purview of the study.

The study puts forth several questions about American consumer’s spending patterns and normal behavior. It revealed that the five top activities that utilize a substantial chunk of people’s time are sleeping (6.1 hrs), working (6.6 hrs), watching television (3 hrs), surfing the net at home (2.4 hrs), listening to the radio (1.7 hrs) and reading books (1.5 hrs). Americans are getting continually hard pressed for time to complete all their tasks; the study estimates they need at least 38 hours to do so. On the question of which task would Americans most likely be prepared to multitask on, 90 percent of survey respondents said that they had watched television in the last 24 hours and of this a majority of them (72 percent) multitasked with one or the other 12 surveyed media. Popular multitasking media options were surfing the net (27 percent), using a cell phone (26 percent) and emailing (23 percent).

According to the research the medium that is witnessing the most rapid development is social networking sites. At least 54 percent of online adults had visited one in the previous 30 days; this has gone up from the 27 percent that the 2007 Fall New Media Study had discovered. The study goes on to explore the psyche behind the average online American’s need for social networking sites. 83 percent of the surveyed adults visited these sites for staying in touch with their social groups, 80 percent for recreation, 66 percent use these as a tool to rediscover old friendships, 61 percent use them to maintain contact with family members and 42 percent use the medium of social networking sites to express themselves creatively and air their views on various issues.

The study also suggests that more and more Americans who possess more than one cellular or mobile phone could be dedicating one phone exclusively for personal use (89 percent). Thirteen percent of the surveyed online adults however, do use two or more phones for personal use.


Carolyn J Dawson is a Contributor to TMCnet. To read more of her articles, please columnist page.

Edited by Patrick Barnard


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