8 Hours a Day Spent on Screens, Study Finds: In a world with grocery store television screens, digitally delivered movie libraries and cellphone video clips, the average American is exposed to 61 minutes of TV ads and promotions a day. [...]
In fact, adults are exposed to screens — TVs, cellphones, even G.P.S. devices — for about 8.5 hours on any given day, according to a study released by the Council for Research Excellence on Thursday. TV remains the dominant medium for media consumption and advertising, the study found. The data suggests that computer usage has supplanted radio as the second most common media activity. (Print ranks fourth.) [...]
Researchers at Ball State University’s Center for Media Design, who conducted the study for the council, say it is the largest observational look at media usage ever conducted. Rather than relying on what people remembered watching, researchers captured the actions in real time by shadowing 350 subjects — most of whom were former members of the Nielsen television ratings panel — and recording each person’s behavior in 10-second increments. The researchers say they recorded 952 days of behavior. People under 18 were not included in the study.
