From Millenials to Boomers, males to females, and a variety of racial/ethnic groups, part two of Nielsen’s State of the Media: Advertising & Audiences Report presents an in-depth look at usage by demographic.  According to Nielsen, white TV viewers use their DVR twice as much as any other group on a daily basis, yet Asians watch the most timeshifted content as a share of overall TV time.  Among popular online destinations for TV content – Hulu, Netflix and YouTube – Hispanics were most likely to watch video on Netflix, while Asians were most likely to watch on Hulu and black viewers on YouTube.

Other findings include:

• Teens used a game console for eight minutes a night, on average, during primetime – more than twice as much as the general TV population.
• When watching TV and using their tablet simultaneously, male tablet users were more likely to look up information related to a TV program while females were more likely to up look info related to a TV ad.
• Females spend 61.2 percent of their timeshifted viewing during primetime watching Dramas.
• Online adults aged 25-54 are 23 percent more likely than the average U.S. Internet user to follow a brand via social networking and 29 percent more likely to purchase a product online that was featured on TV.

Simultaneous TV and Tablet Usage (Q4 2011)

Activities while watching TV	General Population*	P13-17	P18-34	P35-54	P55+	Males	Females
Checked email site during the program	61%	52%	58%	65%	65%	58%	64%
Checking sport score	34%	34%	36%	34%	32%	44%	24%
Looked up coupons or deals related to an advertisement I saw on TV	22%	22%	29%	21%	14%	21%	24%
Looked up information related to the TV program I was watching	37%	37%	36%	38%	34%	39%	34%
Looked up product information for an advertisement I saw on TV	27%	29%	28%	27%	22%	25%	28%
Visited a Social Networking site during the program	47%	62%	50%	47%	33%	44%	50%
Visited a Social Networking site during a commercial break	45%	52%	52%	44%	32%	43%	48%
Source: Nielsen
*Tablet users aged 13+

Download Nielsen’s State of the Media: Advertising & Audiences Part 2: By Demographic.

Download State of the Media: Advertising & Audiences Part 1: Primetime by Genre.

Primetime is defined as Monday–Saturday 8pm to 11pm and Sunday 7pm to 11pm.