<span data-metadata="">American Homeowner Media Habits 2023

Decoding the American Digital-Traditional Divide

This comprehensive research delves into the intricate patterns of media consumption among US homeowners. We explore how Americans are uniquely balancing their time between digital and traditional media platforms—often simultaneously. Our study offers insights into age, income, household composition, and regional variations, providing a nuanced understanding that challenges many prevailing assumptions. Whether you’re a marketer aiming to capture fragmented attention or a consumer curious about broader trends, this study serves as a guide to America’s complex media landscape.

What did we want to learn with the 2023 Media Study?

  • How do homeowners spend their time with various media throughout the day/week?

  • What social media platforms do American Homeowners regularly use?

  • What streaming services (Netflix, Amazon, YouTube, etc) do American Homeowners subscribe or regularly use?

  • What media are sought out to learn about new products and services?

Methodology

QUALIFYING QUESTION

Must be at least 18+ and own a home, condo, or townhouse as the primary residence

METHODOLOGY

Online

SAMPLE TYPE

Panel Fielding

DATES

September 9-13, 2023

SAMPLE SIZE

1,200

QUOTAS

Geo only, 300 per region: Northeast, South, West, and Midwest

SIGNIFICANCE

Confidence level: 95% (based on US Census data of 258,213,334 adults 18+.)

Demographic Panel Distributions

                    • Even distribution among regions
                    • 70% of respondents were between ages of 25-64
                    • 74% of respondents had HH Income > $50K
                    • 64% of respondents were married/partnered

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Media Research Dashboard