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New Media Study Discovers Americans Need 38 Hours per Day to Complete Their Tasks
Experian Simmons Releases Its Latest New Media Study
New York, N.Y., July 14, 2009 — Earlier this month, Experian® SimmonsSM released its most recent New Media Study. The Simmons New Media Study provides insight into Americans' use of various new and emerging media alongside traditional media channels. The media measured include mobile phones, social networking, instant messaging, blogging, gaming, social tagging/bookmarking, online video/audio, and dozens of other new and emerging media channels, as well as television, magazines and radio.
A sample of the consumer insights available from the New Media Study are listed below. For more information on the Simmons New Media Study or the insights below, email SimmonsMarketing@experian.com.
- What activities do Americans do during a typical day, and how much time do they spend on each activity? The five activities that take up the most time besides sleeping (6.1 hours) are working (6.6 hours), watching television (3 hours), using the Internet on a home computer (2.4 hours), listening to the radio (1.7 hours) and reading books (1.5 hours). Additionally, there aren't enough hours in the day for online Americans to complete all of their activities. In fact, they would need at least 38 hours to fit everything in. However, since there are only 24 hours in a day, they fit everything in by multitasking.
- Which activity are Americans most likely to multitask on? Nine out of 10 online adults watched television in the last 24 hours, and 72 percent of them multitasked by using at least one of 12 other measured media. The three other activities they perform while watching television are surfing he Web (not emailing) (27 percent), using their cellular phone (26 percent) and emailing (23 percent).
- What is the fastest-growing new medium? Fifty-four percent of online adults visited a social networking site in the last 30 days, an increase of 270 percent from the Fall 2007 New Media Study, making it the fastest-growing new medium.
- What are the top five reasons why Americans visit social networking sites? Eighty-three percent of online Americans visit social networking sites to keep in touch with their friends, 80 percent log on for fun, 66 percent reconnect with or find people they've lost touch with, 61 percent use social networks to keep in touch with their family, and 42 percent express themselves and their views via social networking sites.
- For Americans with more than one cellular/mobile phone, what is the primary purpose of their cell phone? Thirteen percent of cellular/mobile phone users personally use two or more phones; among these consumers, 89 percent have at least one phone devoted primarily to personal use.
About Experian Simmons
As the oldest and most-respected authority on consumer behavior, Experian Simmons has been the Voice of the American Consumer™ for more than 50 years. Experian Simmons’ studies chronicle everything, from the products consumers buy and the brands they use to their lifestyles, attitudes and media preferences. With more than 60,000 data variables across almost 500 product categories, Experian Simmons’ studies constitute a database of exceptional breadth and depth — providing actionable insights that help clients connect with their most valuable customers. Visit us at http://www.experiansimmons.com.
About Experian
Experian is a global leader in providing information, analytical and marketing services to organizations and consumers to help manage the risk and reward of commercial and financial decisions.
Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organizations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage.
For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organizations from financial services, retail and catalog, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Experian has corporate headquarters in Dublin, Ireland, and has operational headquarters in Costa Mesa, Calif., and Nottingham, UK. The Group employs approximately 15,500 people in 38 countries worldwide, supporting clients in more than 65 countries around the world. Continuing sales for the year ended March 31, 2008, were in excess of $4 billion.
For more information, visit www.experianplc.com.
Patricia Lao
Experian Simmons
1 212 471 2881
patricia.lao@experian.com
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