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Listening to Music is Most Important Home Media Activity, says US Survey
Source: UN, 12 August 2003
Submitted by
Ann Light
Asked about their favourite daily media activities, more consumers found value in listening to music than in using a PC or even watching TV, according to Parks Associates' "Electronic Living @ Home" report. Almost 60% of US household heads ranked listening to music as important in their daily life, ahead of watching TV, using the PC, and many other home media activities.
'Given that 75% of US households now own two or more TVs, and that on average a household watches TV at least seven hours per day, there is no doubt that TV is the most frequently used media device in the home,' said Michael Greeson, vice president and principal analyst for the company. 'However, when consumers are asked about the most important media activity, music tops the list.'
The survey list included questions on watching TV, using the PC, listening to music, watching movies, organising and sharing photographs, and watching self-created home movies.
While listening to music ranked highest among heads-of-household in general, results varied within different age and income segments. For example, while listening to music ranked highest among heads-of-household between the ages of 18 and 24, using the PC topped the list among heads-of-household ages 45 to 54, and watching TV finished first among heads-of-household aged 65 and older.
The report features data from two surveys: a telephone survey of 1,000 US households fielded in March 2003 and an internet survey of 1,300 US internet households fielded in April 2003.
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