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THE NIELSEN TOTAL
AUDIENCE REPORT
Q3 2018
Considering what connecting with media was like five, 10 or 20 years ago, consumers today
are pretty lucky. They can customize their media behaviors and fit them perfectly with their
needs— be it their life schedule, their interests or their location. While some consumers
embrace this personalization, others are keen to be complacent and lean into what they are
accustomed to. Both groups have options, however. That much is undeniable.
I’ve embraced this ability to curate my own media and often wake up talking to my smart
PETER KATSINGRIS, SVP speaker about the weather. I follow by tuning the radio in the car during the first leg on my
AUDIENCE INSIGHTS hike into the Nielsen office. And then on my train-ride commute, I get digitally whimsical by
either listening to music via a smartphone app, watching programs I downloaded before
leaving home or flipping through the digital pages of an e-book.
This may sound similar to your content journey, but it’s probably not exactly the same, given the innumerable
choices literally at our fingertips. Marketers looking to capitalize on such rich engagement opportunities need to
reach consumers with a like-minded approach to personalization, utilizing marketing strategies that account for this
new cross-media world.
The one thing many adults in the U.S. have in common is that we spend a good part of our waking days with media.
Overall total media use among U.S. adults remains unchanged year-over-year at 10-and-a-half hours per day. But
there are shifts in where that time being spent is dedicated to, as we see increases in Inter
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