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
