Women Consuming 11 Hours of Media Daily

Nielsen has a new report out on media consumption by women.  And while digital continues to grow, traditional media still takes up a large portion of media time.  In fact, women are now consuming 11 hours of media a day.  Some of the highlights:

1. Women still watch a lot of traditional live TV.  Women 18+ watch an average of 4 hours a day.  What about recorded TV? From 2015 to present, women have consistently spent an average of around 30+ minutes per day with time-shifted TV.
2. Radio is still important among women, as they spend almost two hours a day listening.
3. Digital, particularly smartphones, continues to grow.  Women spent 2.35 hours in 2017, compared to 1.45 hours in 2017.

Local is still important in targeting moms.  Nielsen’s Local Watch Report shows working mothers make up the majority of morning news (58%) and late night news (52%) viewing because as most are working during the daytime. Meanwhile, stay-at-home moms over index on catching up with the news at midday (61%) and early evening (57%) and spend much less time tuning into local news in the morning.
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