Media Bizhttp://www.mediabiz.com/news/morningbridge/?edit_id=11364

Key findings from the soon to be released “Video Consumer Mapping Study” will be revealed at the CTAM Research Conference taking place in Washington, D.C., April 5 – 7. This study, conducted by Ball State University and Sequent Partners, is the largest and most significant observational study of media activity ever undertaken.  It is also the first known source to document consumers’ media behaviors across various screens from a single sample, and to quantify sole media use versus media multitasking.

The study was conducted over a period of one year, with $3.5 million having been invested. The findings challenge a number of widely held beliefs. Among them, it reveals which age group consumes the most screen time during the day and who actually does the most media multitasking. Many of today’s questions are answered, such as are younger viewers really shifting away from traditional TV toward online video; for which medium — TV, computers, print, or audio — was the highest percentage of time spent as the sole medium being used; how does live TV viewing compare to DVR playback, computer video, and mobile video; how much commercial time are TV viewers exposed to in a typical day; and what is the impact of acquiring HDTV on overall television usage?

Mike Bloxham, Director, Insight & Research for the Center for Media Design at Ball State University led the research and will discuss the findings  during the “New Integrated Methods to Gain Holistic Consumer Insights” panel on Monday, April 6 at 3:15 pm. For more information on the Research Conference, go to: http://www.ctam.com/conferences/research/index.html.

The “Video Consumer Mapping Study” was commissioned and managed by The Council for Research Excellence (CRE), an independent research group created by the Nielsen Company and comprised of senior-level industry researchers.

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