Users of Social, Mobile Media in the 35-to-64 Age Group Devote Up to 3 Hours More Time to Media Daily

Simultaneous use of TV, Internet is also dramatically higher than average, says new Knowledge Networks cross-media research

Jun 03, 2010, 11:00 ET from Knowledge Networks

MENLO PARK, Calif., June 3 /PRNewswire/ -- Adults (ages 35 to 64) who use social or mobile media spend dramatically more time with media generally, and are also much more likely to use TV and the Internet simultaneously, than average people in the same age group.  These differences are also present, but less pronounced, in the 18-to-34 age range.

The new findings come from MultiMedia Mentor®, a Knowledge Networks service that tracks consumer use of eight key media and helps clients allocate media more effectively to reach key target groups.

According to the latest MultiMedia Mentor® findings, 35-to-64 social media users spend about 2 1/2 additional hours with media daily (see table below), compared to the average for that age group, and mobile media users spend about 3 additional hours.  

Mobile & social media users, ages 35 to 64:

Dramatic differences in overall media time

General population

Social media users ("yesterday")

Mobile media users ("yesterday")

Time spent with media (average day)

11 hours,
17 minutes

13 hours,
37 minutes

14 hours,
12 minutes

Time above
gen pop average


2 hours,
20 minutes

2 hours,
55 minutes

Knowledge Networks also found that, in the 35-to-64 age group, 64% of social media users and 51% of mobile media users said they had used TV and the Internet simultaneously in the past 24 hours, compared to 33% for the general population.

The 18-to-34 difference

Young adults (ages 18 to 34) who use mobile media spend about 11 hours with media per day, and social media users about 1 1/2 hours, compared to a daily average of about 9 1/2 hours for their age group.

KN also found that both social and mobile media users, in the 18-to-34 and 35-to-64 age groups, spend the same amount of time with television as average members of those groups.  But the social users and mobile users devote much more time to the Internet – an additional 1 1/2 hours per day for the 18-to-34 group, and almost 2 hours more for those 35 to 64.

MultiMedia Mentor® conducts roughly 5,000 extensive interviews each year with members of KnowledgePanel® about their use of media, as well as their consumption of soda, their car purchasing plans, and other key points.  KnowledgePanel® is the only online panel based on a statistically valid sample of the full U.S. population, representing both the on- and off-line populations.  The data in this release are based on the Fall 2009 data set, encompassing over 2,500 interviews; the margin of error is +/-3%.

For more information, contact David Stanton (Vice President, Marketing Communications) at (908) 497-8040 or

SOURCE Knowledge Networks