20.8% of average working day is spent on media

MarketingVox points to a study by Ball State University Center for Media Design regarding media interaction. About 30% of the observed waking day was spent with media as the sole activity versus 20.8% for work activity, while an additional 39% of the day was spent with media while involved in some other activity. In any given hour no less than 30% of those studied were engaged in some way with television, and in some hours of the day that figure rose to 70%. While television is still by far the dominant medium in terms of the time average Americans spend daily with media at 240.9 minutes, the computer has emerged as the second most significant media device at about 120 minutes. About 30% of all media time is spent exposed to more than one medium at a time. People ages 18-24 spend less time online than any other age group except those older than 65. Levels of concurrent media exposure were higher among those 40-65 than people 18-39. Women spend more time multitasking with two or more types of media than men. Use of the Web, e-mail and phones is substantially higher on Fridays than any other day of the week.