Red Orbit

According to a study released by the Council for Research Excellence, TV watching has not waned despite the emergence of cell phones, iPods, and Internet media.

The $3.5 million study was funded by Nielsen and confirms similar findings in other reports.

To gather the findings, researchers followed 476 people for two 14-hours days and recorded how much they used media along with other daily activities.

“If you ask people how much time they spent online yesterday, they’re going to give you a wrong answer; they don’t remember,” says Steve Sternberg, a member of the Council for Research Excellence.

“The idea of doing a study where you actually observe the user and keep track of all the media they’re using is compelling,” he told USA Today.

The research, conducted by a team from Ball State University, showed that adults between the ages 45 to 54 used the most electronic media, at 9.5 hours a day.

Other adults spent an average of 8.5 hours a day.

The same group also spent the most time on e-mail, instant messaging, and DVR playback.

Despite all the usage of media, only 43% of the TV viewers watched video online, and only for a few minutes a day.

Adults 65 and older watched live TV the most at nearly seven hours a day, but rarely used computers or cell phones.

Their TV usage is double that of young adults ages 18 to 24.  Young adults spent the majority of their media time using cell phones and video games, and were the heaviest users of online video at only 5.5 minutes a day.

According to Michael Bloxham, a Ball State researcher, you could begin to see growth in online video since the study was conducted due to major ad campaigns by companies like Hulu.  Social-networking sites, DVRs, iPhones, and BlackBerrys have also seen an increase in popularity.

Adults under 55 spent over a quarter of their time with media multitasking.

Overall, adults were exposed to roughly 72 minutes of advertising through media per day.

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Source: redOrbit Staff & Wire Reports

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