Television has been a staple in American households for decades but viewing habits are now changing dramatically. Did you know that more than half of all U.S. consumers use their television to view online content?

MarketingProfs reviewed an Adroit Digital study in an article, “The Video Consumption Habits of U.S. Consumers,” where they provide important information for PR and marketing professionals about how modern audiences are utilizing different media outlets. Marketing professionals must understand their audiences’ consumption habits if they are to target them effectively.

The following are current media habit trends of U.S. consumers:

  • Most consumers use their television set primarily as a monitor for online content. Fifty-nine percent of consumers reported that they use their television as a monitor. Sixty-nine percent of men report doing so as compared to fifty-one percent of women. Younger viewers (18-24) tend to use their television this way more often than older viewers (45+).
  • Many consumers do not watch live television. Thirty-six percent of consumers report that more than half of their video consumption is on demand as opposed to live broadcast. Thirteen percent report that over three fourths of their consumption is on demand
  • The top three sources for video content are YouTube, live television, and Netflix. Sixty-eight percent of respondents watch content on YouTube, fifty-one percent watch live television, and forty-nine percent watch Netflix. The remaining viewers utilize their DVR, a web enabled device such as AppleTV or Roku, or other online streaming sources.
  • Most viewers consume video content late at night. Only thirteen percent of correspondents consume video content from 8a.m. to 12p.m. while thirty-seven percent consume video content between 8p.m. and 12a.m.
  • Viewers prefer shorter video ads. Almost half of those surveyed said that they feel the optimal length of an ad is fifteen seconds or less. Only six percent feel that a video ad should be more than one minute.

The way Americans view media content is rapidly evolving and it is imperative to recognize this when attempting to target consumers.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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