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1、THENIELSENTOTALAUDIENCEREPORTQ32018Copyright©2019TheNielsenCompany(US),LLC.AllRightsReserved.Consideringwhatconnectingwithmediawaslikefive,10or20yearsago,consumerstodayareprettylucky.Theycancustomizetheirmediabehaviorsandfitthemperfectlywiththeirneeds—beittheirlifeschedule,t
2、heirinterestsortheirlocation.Whilesomeconsumersembracethispersonalization,othersarekeentobecomplacentandleanintowhattheyareaccustomedto.Bothgroupshaveoptions,however.Thatmuchisundeniable.I’veembracedthisabilitytocuratemyownmediaandoftenwakeuptalkingtomysmartPETERKATSINGRIS,S
3、VPspeakerabouttheweather.IfollowbytuningtheradiointhecarduringthefirstlegonmyhikeintotheNielsenoffice.Andthenonmytrain-ridecommute,IgetdigitallywhimsicalbyAUDIENCEINSIGHTSeitherlisteningtomusicviaasmartphoneapp,watchingprogramsIdownloadedbeforeleavinghomeorflippingthroughthe
4、digitalpagesofane-book.Thismaysoundsimilartoyourcontentjourney,butit’sprobablynotexactlythesame,giventheinnumerablechoicesliterallyatourfingertips.Marketerslookingtocapitalizeonsuchrichengagementopportunitiesneedtoreachconsumerswithalike-mindedapproachtopersonalization,utili
5、zingmarketingstrategiesthataccountforthisnewcross-mediaworld.TheonethingmanyadultsintheU.S.haveincommonisthatwespendagoodpartofourwakingdayswithmedia.OveralltotalmediauseamongU.S.adultsremainsunchangedyear-over-yearat10-and-a-halfhoursperday.Butthereareshiftsinwherethattimeb
6、eingspentisdedicatedto,asweseeincreasesinInternetconnecteddevicesandapp/websmartphoneusagethataregraduallyreplacingtimespentonothersources.Theseshiftsarenotsurprising,asnearlysevenoutof10homesnowhaveadevicecapableofstreamingcontent,andasimilaramounthaveaccesstoastreamingSVOD
7、service.InthisQ32018editionoftheNielsenTotalAudienceReport,wearehappytoshareyear-over-yearcomparisonsofmediausetoshowhowconsumerbehaviorshaveshiftedacrosscomparablemeasurementintervals.Inadditiontothestandardpenetrationestimatesofdevicesandhouseholdtypes,alookathowdigitalcon
8、sumptionhasevolvedinthepastyearisincludedaswellasinsightsintotheinfluencing
