Nielsen Study Shows Millennials Are Gradually Choosing Digital Devices Over TV

Adults ages 18-34 "watched on average 22 hours of TV a week" in Q1 this year, which "pales in comparison to 36 hours spent a week in front of the tube by all adults," according to Nielsen data cited by Roger Yu of USA TODAY. Millennials spend "nearly as much time using digital devices as a whole as they do watching TV." However, TV "still remains more popular than other devices in hours spent." Perhaps "owing to its ubiquity in cars, radio remains the most widely used device" among adults 18+, with 93% "saying they listen to it each week." It was "followed by TVs (87%), smartphones (70%), personal computers (54%) and tablets (35%)." Average daily live TV viewing time "shrank to 4 hours, 55 minutes in the first quarter from 5 hours, 10 minutes a year ago" (USA TODAY, 6/26).