Technology has changed the media consumption habits of many. Whether it's via laptop, smartphone or tablet, the person in the street has an array of options to choose from.
The type of device used will often vary by demographic, with age in particular a yardstick to be assessed as part of the most effective media intelligence strategies.
Media consumption by age
In a survey published by Nielsen, it would appear that the younger generations - predominantly millennials - engage with content on mobile above every other platform. Furthermore, this trend is apparent the world over.
Away from home, those under 35 explained mobile is their go to platform.
The media insights company's Global Digital Landscape Survey included respondents from Asia-Pacific, North America, Latin America, Europe, Africa and the Middle East, and found that mobile was the primary way that young people engage with video programming in particular.
Away from the home environment, those under 35 explained their mobile phones would be the go to platform for media consumption 59 per cent of the time. In the house, television remains the leader, beating out both computers and the aforementioned mobile platforms narrowly.
Looking at a more mature demographic, those aged between 50 and 64 still have a strong reliance on television around the home, and will choose the platform ahead of all else 77 per cent of the time.
However, when out and about, older people also maintained that they would actively engage with content on mobile platforms first. The complete set of statistics can be seen on this Nielsen infographic tweeted by Movio:
— Movio (@MovioHQ) April 25, 2015
As the figures suggest, mobile is becoming particularly prominent in the lives of media consumers when they are away from home, regardless of their age. However, as touched on, the younger generations remain reliant on tablets and smartphones a larger proportion of the time.
"For younger consumers, the mobile phone is no longer just for use on the go, but everywhere - even their living rooms. Content providers need to be flexible with their approaches in order to reach consumers where they are, on the device they are using and during the activities in which they participate," explained Neilsen's Megan Clarken.
Ultimately, media monitoring is ever-changing and mobile is one of the platforms that is altering the wider landscape. The most progressively minded companies will ensure that they accurately assess trends, as the consumer reliance on smartphones and tablets continues to accelerate.