U.S. consumers with fat wallets sure know how to have a good time. In fact, they seem to take an “if you got it, spend it” mentality when it comes to entertainment escapism.
According to Nielsen’s U.S. Entertainment Consumer Report, consumers in households earning an average annual income of $66,000 account for more than 70 percent of spending on entertainment—things like books, video-on-demand and music. And not only did the survey find that these high entertainment spenders have more discretionary income than low or moderate spenders, they also participate in more entertainment activities. This group is also more likely to be female, ethnically diverse and have young children in their household.
Since there are a finite number of hours in a day, high spenders that enjoy an array of activities will ultimately be limited in how much time they dedicate to each. In that way, content providers and advertisers have a slightly larger window of opportunity to engage with moderate and low spenders.
So what’s the best content for capturing each group’s attention? All three segments spend the most time each week playing video games and listening to music, with low spenders clocking the most time at nearly nine hours. Low spenders also spend the most time perusing print books, magazines or newspapers (5.3 hours per week, on average) and watching mobile video (3.4 hours), while moderate spenders find more time to read content online (4.8 hours) and watch DVDs/Blu-rays (4.7 hours) and video-on-demand (4.6 hours).
For more insights on consumers’ purchase and consumption habits across music, home video, games and books, download Nielsen’s U.S. Entertainment Consumer Report.