Report: Media Use Benchmark, 2013

1303_DS_MediaBenchmark2013_COVERWe just published a Temkin Group report, Media Use Benchmark, 2013. This data snapshot examines the time spent by U.S. consumers using different media sources and the changes from 2012.

In January 2013 we surveyed 10,000 U.S. consumers about their media use patterns and compared the results to data that we collected in January 2012. The analysis examines internet usage (at home and at work), reading of books and news (online and offline), TV watching, radio listening, and mobile activity. The data snapshot breaks down the data by age, ethnicity, income, and geographic region.

Download report for $195

The first figure in the report (out of 14 total data graphics) shows the overall usage levels in the U.S. for different media activities:


Here are some interesting factoids about media usage in the U.S.:

  • Ninety-eight percent of consumers go online at home, 60% do it at least three hours per day
  • Fifty-seven percent of consumers use their mobile phone for going online or using an app, 16% do it at least three hours per day
  • Sixty-five to 74-year-olds watch the most TV (4.2 hours per day), 18- to 24-year-olds watch the least (3.6 hours per day)
  • All ages of consumers spend more time reading paper books than online books, but the gap is narrower with younger consumers
  • Consumers making less than $25,000 per year watch 4.5 hours per day of TV, those making $100,000 or more watch less than 3.4 hours
  • Thirty-nine percent of consumers making less than $25,000 per year use their mobile phone for going online or using an app, compared with more than 60% of those who earn $75,000 or more
  • The hours that consumers spend watching TV goes down with increasing educational levels
  • Asians spend twice as much time reading online books as do Caucasians
  • African-Americans watch the most TV per day
  • Fifty-four precent of consumers in the South use their mobile phone for going online or using an app, compared with 49% of those in the Midwest

Download report for $195

The bottom line: It’s good to keep track of your customers’ media habits

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

2 thoughts on “Report: Media Use Benchmark, 2013”

    1. Wayne: Magazine readership was not in the study, along with many other forms of media consumption. Not an oversight, just a decision to limit the number of questions we asked.

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