Précis

“Screenager”, the new demographic segment

Nielsen’s 3 Screen Report for the 1st quarter of 2010 shows that the average American consumer is spending more time than ever in front of various screens. Television viewing has gone up by 2 hours per month to about 158.5 hours; 1 in 4 households now own a smartphone, which they use to ‘place shift’ and watch video; and people are using the Internet and television simultaneously in their homes for nearly 4 hours each month.

The U.K. is no different, with 45% of its residents spending 4 hours a day staring at a glowing rectangle.