During election time, out of home (OOH) news viewers tend to be in their 30s, affluent and educated, according to a new study by Nielsen. These audiences stay informed on the go and often catch the news when they are not alone.
“Affluent and Educated” explores the news viewing habits of US adults that speak English, Spanish or both. The report is a compilation and comparison of data obtained through a number of recent surveys among the general population and Hispanic viewers.
“For marketers, these findings offer the unique opportunity to market to a set of consumers that is well informed, open to receiving marketing messages, and often hard to reach,” says Nielsen.
Nielsen found that among the general population, viewers who watch news outside of their homes average 38 years old and a household income of $73,000. Nearly half of the general population in this group said they had a college or graduate degree. Hispanic respondents were slightly younger, averaging 33, and reported an average household income of $54,000. Forty percent reported a college or graduate degree.
Overall, OOH news viewers were evenly split between male and females over the age of 18. Young Hispanic viewers between the ages of 18-24 skewed female at 70 percent.
Linear TV is the most popular method of catching up on news of the day outside of one’s own home. Among the general population, the most popular place to do so is at someone else’s home, followed by a restaurant or bar, at work and at a gym/fitness center. Among the Hispanic group, respondents preferred a restaurant or bar over someone else’s home.
Just over a third (38 percent) of the general population reported watching the news at work in the previous week and 17 percent said they watched on the move, such as in a taxi. Almost a quarter (22 percent) stayed up to date while in a hotel room and 13 percent did so at the airport.
A November survey found that viewers who watched news outside of their homes and on cable networks did so to watch political news more than any other category. This was true among both the general population and Hispanic groups. Both groups watched politics, general news, sports news, international updates and financial news at similar rates within the previous week.
“In today’s 24/7 news landscape, consumers have a plethora of programming and platforms to choose from,” Nielsen says alongside its findings. “Even amid the debates about ways to parse fact from fiction, Americans continue to watch the news to stay up-to-date in an era of mass information and accessibility.”