1、The 2024Media MorphU N I T E D S T A T E SUnderstanding the evolving US media landscapeLiving consumer intelligence|The 2024 media morph2The evolving US media landscapeHow has media consumption and engagement changed in recent years,which channels are on the rise,and how are consumers responding to

2、the barrage of omnichannel advertising?Leveraging YouGov Profiles,this report explores shifts in media habits of Americans over the past five years,and drills down into their attitudes toward advertising.In particular,we chart the rapid adoption of online media by older Americans since 2019,and prof

3、ile the Americans who are most receptive to advertising,uncovering the media channels most resonant with them.Online fully entrenchedOnline is now the primary advertising channel,dominating the attention US consumers Datasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2019-12-29;N 2,500

4、;DontKnow and Not Applicable responses omitted.The 2024 media morph32%2%3%3%3%4%5%6%22%28%2%2%4%2%3%4%5%9%22%24%Main advertising channel that grabs your attention20192023Online(apps,social networks,websites,etc.)TVDirect mail(flyers,letters,coupon envelopes,etc.)In-store promotionsPodcastsMovie thea

5、terBillboardsRadioPrinted magazinesPrinted newspapersStreaming fueling online attentionSocial media remains the top channel,but online video and streaming/on-demand TV are registering highest growthDatasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2019-12-29;N 12,00044%5%8%12%13%27%4%

6、4%12%8%10%28%Main online advertising medium that grabs your attention20192023Social networks(side banner ads,brands promotional content,etc.)Online videos(pre-roll video ads,banner ads on the platform,etc.)Streaming/on demand TV servicesWebsites(banner ads,videos,etc.)Music streaming services(audio,

7、banner ads,etc.)Apps(videos,banner ads,etc.)The 2024 media morph5Generational social shiftYouGov Profiles+USA 2023-12-31,N 15,000Even among 45+Americans,social media is now close to eclipsing TV as the top media channelThe 2024 media morph6Social isnt just networkingAcross generations,Americans are

8、turning to social for news and entertainment The 2024 media morph40%48%37%38%30%25%24%21%33%36%2019 2023 2019 2023 2019 2023 2019 2023 2019 202318-3435-4950-6465+All66%72%56%66%46%54%43%49%53%62%2019 20232019 20232019 20232019 20232019 202318-3435-4950-6465+All74%76%60%71%37%52%22%37%48%62%2019 2023

9、 2019 2023 2019 2023 2019 2023 2019 202318-3435-4950-6465+AllAgree I enjoy playing games on social mediaAgree I mainly use social media for the entertainment and news contentAgree I primarily listen to music through streaming servicesDatasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2

10、019-12-29;N 9,0007Digital news consumption maturingOlder Americans are shifting news consumption to digital,and paid digital subscriptions are risingAgree I prefer to read news content online than in printed newspapersAgree I would pay for access to magazine content onlineAgree Streaming services ha

11、ve changed TV watching for meDatasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2019-12-29;N 9,00066%70%59%65%50%56%45%50%55%62%201920232019202320192023201920232019202318-3435-4950-6465+All30%39%22%31%12%14%9%10%19%26%201920232019202320192023201920232019202318-3435-4950-6465+All76%73%7

12、2%77%54%67%37%55%61%70%201920232019202320192023201920232019202318-3435-4950-6465+AllThe 2024 media morph8TV slides as primary news source Social continues to rise as a primary news source while TV loses long-standing dominance Datasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2019-12-

13、29;N 14,00031%12%7%9%8%25%18%9%8%8%TelevisionSocial networkwebsitesA news app ona mobile ortablet deviceA newswebsite notassociatedwith anewspaperA newspaperswebsiteMain/Primary Source of News 20192023The 2024 media morph9News sources by generationSocial is the top news source for those aged 18-34,w

14、hile over 45s still tuned in to TV YouGov Profiles+USA 2023-12-31;N 177,000The 2024 media morph10Almost everyone,always connected60%of 18-to 24-year-olds spend more than 6 hours a week on social media YouGov Profiles+USA 2023-12-31;N 60,00026%30%37%42%43%37%42%40%38%34%30%35%11%10%7%6%5%7%7%6%4%3%3%

15、4%18-2425-3435-4445-5455+AllTime spent on social mediaLess than 5 hours per week6-20 hours per week21-35 hours per weekMore than 35 hours per weekThe 2024 media morphEntertainment over social connection?Facebook continues to be the most used social network,but video-centric platforms like YouTube an

16、d TikTok register biggest growth Datasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2021-12-26;N 91,00011The 2024 media morph66%32%37%13%17%18%15%13%68%51%45%26%20%19%16%14%FacebookYouTubeInstagramTikTokSnapchatPinterestLinkedInRedditSocial networks-used last month2021202312Social plat

17、forms by generationWhile Facebook remains strong across all ages,younger people are using more social networks,especially TikTok and InstagramYouGov Profiles+USA 2023-12-31;N 36,000The 2024 media morph51%68%71%73%74%68%18-2425-3435-4445-5455+AllFacebook 63%57%55%52%37%51%18-2425-3435-4445-5455+AllYo

18、uTube60%55%49%42%27%45%18-2425-3435-4445-5455+AllInstagram36%35%31%28%20%29%18-2425-3435-4445-5455+AllX 37%32%21%14%5%20%18-2425-3435-4445-5455+AllSnapchat 41%33%29%24%12%26%18-2425-3435-4445-5455+AllTikTok 13Social platforms by generationPinterest shows the most even appeal across generations YouGo

19、v Profiles+USA 2023-12-31;N 36,000The 2024 media morph21%18%19%19%17%19%18-2425-3435-4445-5455+AllPinterest20%19%17%12%5%14%18-2425-3435-4445-5455+AllReddit17%10%7%4%1%7%18-2425-3435-4445-5455+AllDiscord 11%17%18%19%15%16%18-2425-3435-4445-5455+AllLinkedIn The rise of messaging WhatsApp registers th

20、e fastest growth in crowded market,while Skype loses groundDatasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2021-12-26;N 41,00014The 2024 media morph57%19%18%13%6%10%7%9%56%28%23%13%11%11%8%6%FacebookMessengerWhatsappiMessageDiscordTelegramMessages byGoogleMicrosoftTeamsSkypeMessagin

21、g apps used2021202315Messaging apps by generationYounger Americans using a broader repertoire of messaging appsYouGov Profiles+USA 2023-12-31;N68,000The 2024 media morph41%60%60%61%57%56%18-2425-3435-4445-5455+AllFacebook Messenger 44%44%34%21%13%28%18-2425-3435-4445-5455+AllWhatsapp 32%30%25%22%15%

22、23%18-2425-3435-4445-5455+AlliMessage 28%21%16%9%3%13%18-2425-34 35-44 45-5455+AllDiscord 21%21%14%7%3%11%18-24 25-34 35-44 45-5455+AllTelegram 8%12%12%10%10%11%18-2425-34 35-44 45-5455+AllMessages by Google7%11%12%11%5%8%18-24 25-34 35-44 45-5455+AllMicrosoft TeamsLive TV ratings hold steadyLive TV

23、 viewership is holding steady,with 55+Americans now watching the mostDatasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2021-12-26,YouGov Profiles+USA 2019-12-29;N 14,000;TV hours watched per week live-included all options except dont know and not applicable16The 2024 media morph81%76%

24、82%0%10%20%30%40%50%60%70%80%90%100%201920212023Weekly Live TV viewers42%39%37%27%35%25%30%30%32%30%5%7%9%16%11%3%3%6%12%7%18-2425-3435-4455+AllTV hours watched per week-liveLess than 5 hour per week6-20 hours per week21-35 hours per weekMore than 35 hours per weekYouGov Profiles+USA Datasets used:(

25、Profiles+USA 2023-12-31);N 73274 A rising stream raises all boats YouTube,Disney+and Peacock see biggest lift in streaming audience Datasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2021-12-26,YouGov Profiles+USA 2019-12-29;N 15,000;Time spent watching streamed video inside my home-in

26、cluded all options except dont know and not applicable17The 2024 media morph58%65%69%0%10%20%30%40%50%60%70%80%90%100%201920212023Streamed video-last week YouGov Profiles+USA Datasets used:(Profiles+USA 2023-12-31);N 8656552%38%36%31%22%13%51%46%36%32%27%20%NetflixYouTube Amazon Prime VideoHuluDisne

27、y+PeacockTV-streaming services regularly used 2021202318The 2024 media morphAd-Accepting vs.19How do attitudes to ads vary by age?While social ads are driving engagement,skepticism towards advertising is on the riseThe 2024 media morphStatements agreed with Advertising2019202318-3435-4950-6465+All18

28、-3435-4950-6465+All“Im more likely to engage with“Im more likely to engage with advertisement on social media advertisement on social media than on regular websites”than on regular websites”51%37%22%13%30%59%45%24%14%40%“Advertising helps me choose“Advertising helps me choose what I buy”what I buy”5

29、5%50%46%44%49%59%48%33%30%46%“I think ads are a waste of time”“I think ads are a waste of time”56%49%42%43%48%60%55%46%45%53%“I dont trust the advertisements“I dont trust the advertisements on TV”on TV”52%46%46%54%49%54%51%48%54%52%Datasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 201

30、9-12-29;N 1,90020Diverging views on advertisingThe 2024 media morphAdvertising helps me choose what to buy”46%16%39%AgreeNeither agree nor disagreeDisagreeYouGov Profiles+USA 2023-12-31;N 70,00021Younger generations more ad-acceptingOlder Americans are more ad-adverse,with over 55s nearly twice as l

31、ikely to see little value in ads YouGov Profiles+USA 2023-12-31;N 59,000Ad-Accepting:Agree“Advertising helps me choose what I buy”Ad-Adverse:Disagree“Advertising helps me choose what I buy”The 2024 media morph21%26%19%13%22%11%15%15%17%42%18-2425-3435-4445-5455+Ad AcceptingAd AdverseThe 2024 media m

32、orph22How do ad-accepting Americans spend their free time?Ad-accepting Americans are looking to be entertained while ad-adverse consumers prefer cultural activities40%28%11%30%30%19%3%23%Movie theatersComedy showsCabaretShoppingmalls/clothingstoresFree time activitiesAd-Accepting Ad-Adverse43%30%32%

33、27%49%38%41%37%Restaurants andcafesMuseumsParks andgardensHistorical sitesand attractionsYouGov Profiles+USA 2023-12-31;N 22,000Ad-Accepting:Agree“Advertising helps me choose what I buy”Ad-Adverse:Disagree“Advertising helps me choose what I buy”Which channels grab the attention of ad accepting?Almos

34、t all advertising channels score more highly,with online and TV at the top YouGov Profiles+USA 2023-12-31;N 4,500Ad-Accepting:Agree“Advertising helps me choose what I buy”Ad-Adverse:Disagree“Advertising helps me choose what I buy”23The 2024 media morph2%2%3%4%4%4%5%5%25%29%1%1%3%2%2%5%5%8%18%24%Prin

35、ted magazinesPrinted newspapersRadioMovie theaterBillboardsPodcastsIn-store promotionsDirect mailTVOnlineMain advertising channel that grabs attentionAd-AdverseAd-AcceptingWhat do Ad-Accepting Americans look for in ads?Ads featuring real people,relevant and moral messages can help form a deeper conn

36、ection with ad-accepting AmericansYouGov Profiles+USA 2023-12-31;N 22,000Ad-Accepting:Agree“Advertising helps me choose what I buy”24The 2024 media morph70%72%73%75%81%82%Statements agreedI like seeing real looking people in advertisementsI often notice the advertisements on the internetIf a brand I

37、 like expresses a view I agree with in advertisements,Im more likely to buy from that brandI love recommending things for people to tryI like when companies have a moral messageSponsorship can help keep companies socially relevantThe 2024 media morph25Want a deeper analysis?With YouGov Profiles,you

38、can dig deeper into the media consumption habits and attitudes of virtually any target audience including:Customers of a particularbrandCustomers of a particularbrandCategory considerersCategory considerersAffinity audiencesAffinity audiencesFor trending insights,run a YouGov survey to get quick ans

39、wers to inform your media strategy:Self-serve and Serviced surveysGranular audience targetingResults from 1 hourYouGov,2023,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form wi

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