Understand Your Audience Through Media Consumption

2011 MEDIA CONSUMPTION AN HOUR-BY-HOUR LOOK AT MEDIA HABITS ACROSS GENERATIONS Ad Age presents the results of an extensive survey profiling media use in 2011 by type of media, generation, and time of day. KEY ONLINE ACTIVITIES OFFLINE ACTIVITIES SECTION BREAKDOWN News & Information Radio ADULT MILLENNIALS Generation Facebook Movies on a TV set Entertainment TV Videos 5 Console Games Games flo Personal Media Players Shopping Newspapers 00% 00% 00% 00% Percent using media Magazines Media type Books Bar chart of media usage Music (not on the radio) GENERATION AGE RANGE BABY BOOMERS GENERATION X ADULT MILLENNIALS TEEN MILLENNIALS İGEN 47-65 30-46 18-29 13-17 12 & under 6AM-9AM BABY BOOMERS GENERATION X ADULT MILLENNIALS TEEN MILLENNIALS İGEN 28% 26% 23% 18% 30% 21% 18% 18% 20% 18% 17% 14% 22% 22% 20% 11% 17% 13% 12% 10% 15% 14% 08% 05% 15% 13% 12% 08% 13% 13% 10% 08% 10% 10% 08% 06% 09% 06% 06% 04% 9AM-5PM BABY BOOMERS GENERATION X ADULT MILLENNIALS TEEN MILLENNIALS İGEN Intlslu 44% 40% 35% 30% 40% 32% 32% 28% 44% 43% 39% 36% 33% 30% 29% 27% 20% 18% 16% 16% 26% 22% 20% 19% 27% 26% 18% 17% 34% 32% 26% 24% 24% 22% 20% 16% 15% 14% 13% 12% JIII [[|||||TI 5PM-8PM BABY BOOMERS GENERATION X ADULT MILLENNIALS TEEN MILLENNIALS IGEN 54% 29% 25% 23% 46% 29% 28% 27% 43% 39% 35% 31% 44% 42% 35% 35% 59% 46% 41% 41% 18% 15% 14% 13% 19% 18% 16% 15% 28% 22% 22% 21% 33% 32% 32% 30% 35% 33% 33% 31% Tזזן זזז זזזז 8PM-11PM BABY BOOMERS GENERATION X ADULT MILLENNIALS TEEN MILLENNIALS İGEN Illıle 70% 32% 27% 24% 60% 30% 28% 28% 49% 40% 34% 30% 51% 39% 35% 31% 39% 24% 24% 23% п| 21% 17% 13% 12% 26% 18% 15% 14% 28% 26% 24% 20% 29% 26% 25% 25% 22% 22% 20% 19% ШШ 11PM-2AM BABY BOOMERS GENERATION X ADULT MILLENNIALS TEEN MILLENNIALS İGEN 28% 14% 13% 13% 25% 16% 16% 14% 26% 25% 21% 19% 15% 15% 14% 12% 08% 07% 06% 05% Iш Ш тт 11% 11% 09% 06% 11% 11% 08% 08% 16% 15% 15% 14% 10% 09% 08% 06% 05% 04% 04% 04% VISUALIZATION BY MBAOnline.com BASED ON DATA PROVIDED TO Ad Age BY Magid Generational Strategies Percentages in each section do not add up to 100, since members of each generation may use more than one media type during that time slot. SeN 174