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Marketing Matters 

Screen Time: Young Boomers Consume Most Video 

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Published 5/21/2009 

Author: Nancy Pekala 

Nancy Pekala is the AMA's Director of Online Content and Editor of Marketing Matters.

Summary

Younger baby boomers (aged 45-54) log the most screen time in this age of growing video consumption while traditional “live” television usage remains the proverbial “800-pound gorilla” in the video media arena.

These were two of the key findings of a groundbreaking $3.5 million year-long study conducted on behalf of the Nielsen-funded Council for Research Excellence (CRE) by Ball State University’s Center for Media Design (CMD) and Sequent Partners.

Results of the $3.5 million year-long Video Consumer Mapping (VCM) study, in which participants were directly observed throughout the day by CMD researchers revealed that younger boomers average just over 9 ½ hours a day of screen time while the average for all other age groups hits the 8 ½ hour mark. 

 

 

 

 

 

Will changes in consumer video consumption alter your marketing strategies?  Share your thoughts here.


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