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Printable Version
Audience Penetration
Television (both broadcast and cable):
90% of all adults viewed yesterday. With this level of penetration, there is no meaningful difference by any demographic characteristic. Variation occurs only in amount of time spent viewing and what is viewed.
Source: Nielsen Media Custom Research Survey 2003, Adults 18+
Radio:
78% of all adults listen every day.
Source: Radar 71, Fall 2001, and Radio Advertising Bureau .
Newspapers:
55% of all adults read a weekday newspaper on an average day and 63% of all adults read a Sunday/Weekend newspaper on an average Sunday/Weekend.
Source: Scarborough Research Top 50 DMA Market Report, 2002.
Magazines:
no data.
Based on Households:
Television:
98.2% of all households have at least one television set (106.7m households as of January, 2003).
Source: Nielsen Media Research, 2003.
Cable:
69.8% of all television households have cable television.
Source: Nielsen Media Research, 2003.
Radio:
No data.
Newspapers:
no data.
Magazines:
81% of all households subscribe to and/or purchase at newsstands at least one magazine title every year.
Source: The Study of Magazine Buying Patterns, 1991, Conducted by Audits & Serveys, Inc.
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| Market penetration
of different media (in percentage) |
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| Year |
Daily Newspapers |
Television |
CATV |
VCRs |
Radio |
PCs |
Households |
|
Weekday
readers as % of U.S.adult
population |
Sunday
readers as % of U.S.adult
population |
VCR
hseholds
as % of TV households |
Radio
households
as % of U.S.households |
PC
households as % of U.S.households |
Total
U.S.households
(in 1,000s) |
| TV households
as % of U.S.households |
CATV
households
as % of TVhouseholds |
| 1940 |
|
81.1 |
|
34,949 |
| 1945 |
|
NA |
|
NA |
| 1950 |
|
9.0 |
|
94.7 |
|
43,554 |
| 1955 |
|
64.5 |
0.5 |
|
96.4 |
|
47,874 |
| 1960 |
|
87.1 |
1.4 |
|
95.6 |
|
52,799 |
| 1965 |
|
92.6 |
2.4 |
|
98.6 |
|
57,436 |
| 1970 |
77.6 |
72.3 |
95.3 |
6.7 |
|
98.6 |
|
63,401 |
| 1975 |
NA |
NA |
97.1 |
12.6 |
|
98.6 |
|
71,120 |
| 1980 |
66.9 |
66.6 |
97.9 |
19.9 |
1.1 |
99.0 |
|
80,776 |
| 1985 |
64.2 |
65.1 |
98.1 |
42.8 |
20.9 |
99.0 |
|
86,789 |
| 1990 |
62.4 |
67.1 |
98.2 |
56.4 |
68.6 |
99.0 |
|
93,760 |
| 1995 |
64.2 |
72.6 |
98.3 |
63.4 |
81.0 |
99.0 |
12.7 |
97,060 |
| 1996 |
58.8 |
68.5 |
98.3 |
65.3 |
82.2 |
99.0 |
21.7 |
97,540 |
| 1997 |
58.7 |
68.5 |
98.4 |
66.5 |
84.2 |
99.0 |
25.0 |
98,610 |
| 1998 |
58.6 |
68.2 |
98.3 |
67.2 |
84.6 |
99.0 |
33.3 |
99,680 |
| 1999 |
56.9 |
66.9 |
98.2 |
67.5 |
85.1 |
99.0 |
38.8 |
101,240 |
| 2000 |
55.1 |
65.1 |
98.2 |
68.0 |
85.1 |
99.0 |
51.0 |
102,680 |
| 2001 |
54.3 |
63.7 |
98.2 |
68.0 |
86.2 |
|
|
104,080 |
| 2002 |
55.4 |
63.1 |
98.2 |
69.4 |
91.2 |
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|
107,400 |
| 2003 |
|
|
98.2 |
69.8 |
91.5 |
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108,620 |
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| p=preliminary figure |
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| Sources:
Newspaper Assn. Of America, U.S. Census, Television Advertising Bureau,
Forrester Research Inc., |
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| The Mass Media: Aspen Institute
Guide to Communication Industry Trends, Sterling and Haight, 1978 |
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| The Pew Center for People and
the Press; U.S. Industry and Trade Outlook '99,
McGraw-Hill and the U.S. Department of Commerce, The Press of Ohio,
1999. |
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Internet
Usage Characteristics
|
|
Internet
spending |
Internet usage per |
|
per
person per year ($) |
person
per year (hours) |
| 1992 |
4.39 |
2 |
| 1993 |
5.35 |
2 |
| 1994 |
7.44 |
3 |
| 1995 |
15.03 |
7 |
| 1996 |
20.01 |
16 |
| 1997 |
27.23^ |
22^ |
| 1998 |
35.3^ |
30^ |
| 1999* |
40.88^ |
33^ |
| 2000* |
45.35^ |
37^ |
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| *projected |
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| ^1996 projected figures |
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| Source: U.S. Census
Bureau |
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| and NUA Internet
Surveys |
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