Data Dive: Where is your target spending their media time?

New data from IPG Mediabrands breaks down the media habits of different age groups.

Media habits vary between demographic groups, but according to new data from IPG Mediabrands, all measured groups are spending a significant amount of time on both TV and Twitter.

According to the research, which pulls data from the Mediabrands Connection Panel, 16- to 24-year-olds spend the most time with media per week at 14.2 hours. On the other end of the spectrum are 55- to 64-year-olds, who spend 11.6 hours per week consuming media.

Internet is the most-used platform among those measured for all groups except the 55- to 64-year-old group, who spend more media time on TV than online.

Media Usage and Engagement Infographic - Base All Canadians (1)

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