The average American is exposed to 61 minutes of TV ads and promotions a day according to the Ball State University’s Center for Media Design who conducted the research.
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 March 26, 2009. 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.)
45-to-54-year-olds, spend on average an extra hour in front of screens each day.
The research found that young people aren’t the only ones dividing their attention among multiple screens and machines; people in their 20s, 30s, 40s and early 50s essentially multitask for the same amount of time. People over 55 are markedly less likely to be multitasking. “That’s where the generation gap, if there is one, may exist,” said Michael Bloxham, a director of the center at Ball State.
Among younger audiences, there are some leading indicators that the Web is affecting media usage. The data shows that 18-to-24-year-olds — generally college students and new entrants into the work force — watch the smallest amount of live TV of any age group (three and a half hours a day), spend the most time text messaging (29 minutes a day) and watch the most online video (5.5 minutes a day).
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