By: Gigaom
Nielsen: Women more likely to visit a social networking site while watching TV
The latest data from Nielsen's State of Media: Advertising and Audiences report.

Some highlights from part two of Nielsen’s State of the Media: Advertising & Audiences report:

  • Teenagers use game consoles for 8 minutes per night, on average, during primetime, which is more than twice as much as the general population.
  • Women spend 61.2% of their time-shifted viewing during primetime watching Dramas.
  • Women are 6% more likely to visit a social networking site and 6% more likely to check email during a TV program, but men are 20% more likely to check a sports score.
  • Younger people are across the board more likely to engage in other activities while watching TV than those 55 and older, with the exception of checking email. People 55 and older are more likely to check email during a program than those 35 or younger.
  • 67 million males watch video online in the U.S.

Not surprisingly, the report found that people aged 18-34 are the most active with social networking. Those same people are also watching less TV than the older generation. This seems to suggest that younger people are swapping TV screens for their mobile devices, which is further supported by data that shows the time spent on live primetime TV every day increases with age.

The Nielsen report looks at demographic trends in U.S. media usage, comparing differences in the usage of primetime TV, online video, social media, and tablets.

Chart courtesy of Nielsen.

Image courtesy of Shutterstock user [Mehmet Dilsiz].

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