VIEWING HABITS OF THE AMERICAN PUBLIC

As a business owner or a marketing representative of a company, it is important to understand the dynamics of what has and will continue to shape habits of the consumer.

In the 1960s, the average consumer allocated their time:

      Watching one of four (4) main television channels.
      Reading the local newspaper
      Reading magazines
      Listening to one of eight (8) radio stations  

In the 1970s, the average consumer:

      Watched one of eight (8) television channels
      Read the local newspaper
      Read magazines
      Listened to one of sixteen (16) radio stations
      Began to use desktop and networked computers at work
 

In the 1980s, the average consumer:

      Watched one of ten (10) major network channels, and twenty alternate cable channels, with the debut of Home Box Office (HBO)
      Read the local newspaper and alternate papers such as the Wall Street Journal.
      Viewing movies on a VCR.
      Listening to one of twenty four (24) radio broadcasts.
      Began to use desktop computers at home by Apple, followed by the PC Clones.
 

In the 1990s, the average consumer:

      Watched one of twelve (12) local network channels, and sixty alternate cable channels, with 2 to 6 home movie channels
      Viewed movies on the VCR, with access to video stores supplying a great variety of titles.
      Enjoy the movies more frequently at Mega Theater complexes.
      Read the newspaper and alternative papers.
      Listening to one of twenty four (24) radio stations.

      Use desktop computers, and the internet for business and pleasure at home.

In the 2000s, the average consumer will:

      Watch one of twelve (12) local network channels, and eighty (80) alternate cable channels, with 2 to 12 home movie channels
      View movies on the VCR, and DVD with access to video stores supplying a great variety of titles for both. Have direct TV by Satellite Dish, increasing diversity.
      Enjoy the movies at Mega Theater complexes.
      Read the newspaper and alternative papers.
      Listening to one of twenty four (24) radio stations.
      Increase their use desktop computers for business and pleasure at home with more than one computer per household. Use the Internet for purchases, business and entertainment.
 

It is apparent that the American consumers time has been dramatically limited. The one constant is that when the consumer drives their car, other than watching the road, and listening to the radio or other music sources, they are going to read road signs, and advertisements on outdoor advertising structures. Whether that be bulletins, poster showings or vehicle ads, the advertisers message will be seen, and with enough frequency, remembered.