Our media bubbles affect us as individuals, and they certainly affect how marketers think about their audiences. But how iron-clad are those bubbles? Adobe surveyed over one thousand people to see how consistently groups used various devices and consumed various types of content. It turns out we are all individuals.

1. MEDIA HABITS SURVEY
ADOBE DIGITAL INSIGHTS

2. MEDIA HABITS SURVEY | Q3 2017
METHODOLOGY
The Media Habits Survey for Q3 2017 contains data from a survey of over 1,000 US consumers conducted online by
Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their
media consumption habits.
Respondents were recruited broadly from the population of US Internet users. 50.5% of respondents were female, and
49.5% were male. 11% were 18-24, 20% were 25-34, 27% were 35-49, 25% were 50-64 and 18% were 65 or over.

3. MEDIA HABITS SURVEY | Q3 2017
KEY FINDINGS
1. TV isn’t always watched on TV
2. TV is fighting for consumers’ attention, especially during ads
3. TV is aging, but still has enormous reach
4. Audiences are fractured just as attention is fractured
5. No demographic group acts uniformly
6. Marketers must find their audience on any screen with any content

4. TV exists on a variety of devices:
People spend, on average, 19% of total time
watching TV on connected TVs, 17% on
smartphones, and 12% and on laptops.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Question: Approximately what percentage of your time watching news, TV shows, movies, and/or sports is spent on the following devices?
MEDIA HABITS SURVEY | Q3 2017
TV is Not on TV

5. We have become distracted watchers:
1 in 3 people are looking at another device
“most or all of the time.” 3 in 4 people are
looking at another device at least sometimes.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Questions: When watching news, TV shows, movies, and/or sports, how often do you use any of the devices you own other then the one you are watching on to do
something that is not related to what you are watching (e.g., check email while watching a movie)? Which device or devices (other than the one you are watching on) do
you use most often for either related or unrelated activities when watching news, TV shows, movies, and/or sports?
TV and Smartphones go hand in hand:
Nearly half of the time the second screen
getting attention during distracted watching is a
smartphone.
MEDIA HABITS SURVEY | Q3 2017
TV is Not Always the Focus

6. Distracted watching occurs mostly during
TV commercials: Between 34% and 49% of
people constantly use another screen when
commercials are on.
10% of people tune out when ads come on.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Question: During the program: When watching the news, how often do you use any of the other devices you own? During commercial breaks: When watching the news,
how often do you use any of the other devices you own?
MEDIA HABITS SURVEY | Q3 2017
Distraction Increases for Advertising

7. Commercial breaks have hard time
reaching millennials: 79% of millennials
are distracted by other devices during
commercial breaks either ‘most of the time’
or ‘all of the time.’
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Question: Do you use another device while watching television at least some of the time?
MEDIA HABITS SURVEY | Q3 2017
Millennial Attention is Hardest to Get

8. Millennials Still Watch the News: 2/3 of
adults watch the news on a TV screen; even
among 18-34 year-olds that number is 50%.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Question: Do you primarily watch news online or on TV?
MEDIA HABITS SURVEY | Q3 2017
TV is Aging, But It’s Still Has Enormous Reach

9. Of course women watch sports: 1/3 women
watch sports at least a few times a week if not
more.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Question: How often do you watch sports TV programming?
Generation differences don’t matter: 27% of
women 65 years-old or above still watch sports
at least a few times a week.
MEDIA HABITS SURVEY | Q3 2017
Women Watch What Everyone Watches

10. Men enjoy showtunes: 1 in 4 men watch
musicals at least a few times month if not more.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Questions: Thinking about movies, how often do you watch the following genres? (Romance? Musicals?)
It takes two to tango: 40% of men watch
romance movies at least a few times a month.
MEDIA HABITS SURVEY | Q3 2017
Men Aren’t Stereotypes Either

11. Moms Command the TV: More Moms than
Dads are watching TV solo (42% vs 38%)
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Questions: Thinking about movies, how often do you watch the following genres? How often do you watch TV with someone else?
Moms are ready to rock: Moms are more
likely to watch Action, Adventure, Thriller, and
Crime than Romance.
MEDIA HABITS SURVEY | Q3 2017
Moms Have Taken Control

12. Audiences aren’t defined by demographics
any longer: Demographics do not define what
people watch.
Methodology Between May 30th and June 5th, we talked to more than 1000 people in the United States (US) to ask about their TV watching behaviors;
Questions: What best describes your gender? What best describes your education level? What best describes your income level? How often do you watch the following
genres?
Marketers must find their audience through
data, targeting and precise understanding of
who they want to reach.
MEDIA HABITS SURVEY | Q3 2017
No One is a Stereotype