New Media Study Discovers Americans Need 38 Hours per Day to Complete Their Tasks

A sample of the consumer insights available from the New Media Study are listed below. For more information on the Simmons New Media Study or the insights below, email SimmonsMarketing@experian.com.

--  What activities do Americans do during a typical day, and how much
    time do they spend on each activity? The five activities that take up the
    most time besides sleeping (6.1 hours) are working (6.6 hours), watching
    television (3 hours), using the Internet on a home computer (2.4 hours),
    listening to the radio (1.7 hours) and reading books (1.5 hours).
    Additionally, there aren't enough hours in the day for online Americans to
    complete all of their activities. In fact, they would need at least 38
    hours to fit everything in. However, since there are only 24 hours in a
    day, they fit everything in by multitasking.

--  Which activity are Americans most likely to multitask on? Nine out of
    10 online adults watched television in the last 24 hours, and 72 percent of
    them multitasked by using at least one of 12 other measured media. The
    three other activities they perform while watching television are surfing
    the Web (not emailing) (27 percent), using their cellular phone (26
    percent) and emailing (23 percent).

--  What is the fastest-growing new medium? Fifty-four percent of online
    adults visited a social networking site in the last 30 days, an increase of
    270 percent from the Fall 2007 New Media Study, making it the fastest-
    growing new medium.

--  What are the top five reasons why Americans visit social networking
    sites? Eighty-three percent of online Americans visit social networking
    sites to keep in touch with their friends, 80 percent log on for fun, 66
    percent reconnect with or find people they have  lost touch with, 61 percent
    use social networks to keep in touch with their family, and 42 percent
    express themselves and their views via social networking sites.

--  For Americans with more than one cellular/mobile phone, what is the
    primary purpose of their cell phone? Thirteen percent of cellular/mobile
    phone users personally use two or more phones; among these consumers, 89
    percent have at least one phone devoted primarily to personal use.
    

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