How are Americans Using their Electronic Media Time?

The average American adult spends 11 hours every day with electronic media. From the moment he or she wakes up, through their work day and until they shut their eyes at night, they are surrounded and occupied with electronic media.

A recent Nielsen report concluded that they spend the maximum time on live television, radio, their Smartphone and on the internet. Quite clearly they are constantly made aware of what is happening in the world around them. This makes it critical for a business to put forward a consistent message and tone for its target audiences. Businesses need to ensure that their marketing campaigns and strategy are inclusive of all types of platforms, traditional as well as on the internet.


An interesting contrast to these statistics is the fact that a research study by Leichtman Research Group observed that the average American spends close to three hours online every day. This time goes up to 3.3 hours for the 18-34 years of age category.

Social Media Time and Social Impact

Social media has empowered the internet user in myriad ways. This is the primary reason for its enormous popularity. People like to have their say and to share their opinion on a range of issues and topics. Social media sites such as Facebook offer them a platform to do so.

According to Pew Internet Project’s 2014 research, 74% online adult internet users have an account on social media sites and use it actively. 71% of online adult users have a Facebook account. The social impact of this usage is tremendous. Researchers believe that the social media site helps bring people together, promotes trust, tolerance and social support. It also helps individuals take an active part in supporting their community.

Social media users are content creators as well as curators. They post information, videos and photographs, and also curate content by sharing it with their friends. According to Curata 79% of marketers use social media to find content that they wish to curate. Businesses need to engage their target audiences with quality content that is relevant to its customers. The average American adult comes across thousands of pieces of information daily. To ensure that a brand stands apart and is able to catch customer attention and hold it, it needs to develop and design social media posts with care.

Some brands which have the best engagement rates include Waggin’ Train Dog Treats. The brand does everything right when it comes to its Facebook posts:

  • It uses its hash tags intelligently.
  • Waggin’ Train Dog Treats asks questions, and listens to customer answers.
  • The brand posts both, human as well as dog perspectives and voices the thoughts accordingly.

What do the Numbers say?

According to a survey conducted by Harris Poll for DigitasLBi only 5% of Americans have participated in social commerce. Of this percentage 11% of the audience was in the 18-34 age group. The survey also revealed that 20% of the survey participants would consider social commerce. This percentage was higher (33%) amongst the 18-34 years of age category.


In a 2012 survey of social commerce customers it was found that security of credit information was a primary concern for shoppers. This time around 24% shoppers stated that they would like a social commerce store to save their payment information so that they don’t have to add it every time they make a purchase.

The top concern amongst social commerce users now is privacy. They would like to know that their shopping information is not shared with their friends and the social network. Shoppers are likely to shop for products that cost them less than $25.

26% of shoppers would like to complete their shopping without leaving the social network. Businesses need to understand that while customers may still be wary of social commerce, they need to be reassured that the business offers them a secure and pleasant shopping experience, one which they are likely to repeat again.

In January of 2014, Javelin Strategy & Research predicted that 1 in 5 social media users would make a purchase directly on social media sites. Customers like to interact with brands on social media sites, and are likely to take up offers that are made available exclusively to social media users. People are more likely to buy brands that they like. And, by improving engagement on its Facebook page a business can ensure that its target audience stays connected with the brand.

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