Are Young People Watching Less TV? (Updated – Q2 2013 Data)



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.

Of course, compared to two years ago (Q2 2011), the drop-off is more stark, reaching nearly 24 minutes per day, almost the length of a sitcom episode.

Traditional TV viewing by 18-24-year-olds has now dropped on a year-over-year basis for at least 6 consecutive quarters. Here’s what that decline looks like:

  • Q2 2013 vs. Q2 2012: 9 minutes per day
  • Q1 2013 vs. Q1 2012: 11 minutes per day
  • Q4 2012 vs. Q4 2011: 20 minutes per day
  • Q3 2012 vs. Q3 2011: 17 minutes per day
  • Q2 2012 vs. Q2 2011: 15 minutes per day
  • Q1 2012 vs. Q1 2011: 13 minutes per day

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By: Dr. Augustine Fou Wednesday, September 11th, 2013 news

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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