The multicultural consumer

The multicultural consumer

Nielsen’s 2018 Total Audience Report reveals the most avid consumers of media.

The increased racial and ethnic diversity across the U.S. is more prevalent than ever, and media usage and consumption is just one of the ways these differences and similarities are showcased.

Both media habits and consumer trends have continuously shifted, and some patterns emerge by race and ethnicity just as they do by age in Nielsen’s most recent Total Audience Report.

While U.S. adults spend 10 hours 24 minutes per day engaging with media across all platforms, findings report Black adults to be the most avid consumers of media, spending 12 hours and 46 minutes on it per day, which is 23% more time than the average adult consumer in the United States.

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