A study conducted by Ball State University and Sequent Partners on behalf of Nielson and the Council for Research Excellence dismisses several popular beliefs about video media use.
Results of the $3.5 million Video Consuming Mapping study were released Thursday in New York's Life-Time Building.
According to a Ball State press release, the VCM study "generated data covering a total of 952 observed days, making it the most extensive observational study of media usage ever conducted."
Among the study results, researchers found that consumers in the 45-54 age group average the most daily screen time which is more than 9 hours. The study also found the average of all other age groups is more than 8 hours.
Mike Bloxham, director of insight and research for Ball State's Center for Media Design, said in the press release their recent study differs from other similar study attempts in the past because it was more detailed and focused on the consumer.
"It's not a study about TV or the Web or any other medium," he was quoted in the release. "It's about how, where, how often and for how long consumers are exposed to all media."
According to the release, Bloxham was selected to lead the project, in large part, because of its previous success with the Middletown Media Studies I and II.
CRE media consumption and engagement committee chair Shari Anne Brill, said the importance of the research was that it made a contribution to the understanding of how consumers make use of the different media in their surroundings.
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