Multimedia Audiences Summary

All Abstracts > Statistical Abstract of the United States > 2003 Edition > Information and Communications > Multimedia Audiences -- Summary

Table 1127

Multimedia Audiences -- Summary

In percent, except total (186,909 represents 186,909,000). Prior to 1996, as of fall; beginning 1996, as of spring. For persons 18 years old and over. Represents the percent of persons participating during the prior week, except as indicatd. Based on sample and subject to sampling error; see source for details

			1993	1994	1995	1996	1997	1998	1999	2000	2001	2002
Multimedia Audiences -- Summary¹
18 To 24 Years Old	Accessed Internet²					12.2	21.5	27.6	42.6	58.7	64.4	69.7
	Cable Viewing³		57.9	59.6	58.7	61.8	64.8	62.8	65.4	68.6	67.4	73.6
	Newspaper Reading		79.1	80.0	76.0	75.8	76.9	75.6	74.4	73.3	75.3	75.1
	Radio Listening		93.2	93.5	92.1	91.6	91.5	90.1	91.4	90.6	92.2	90.6
	Television Prime Time Viewing		74.3	73.0	71.4	69.2	71.2	72.4	71.6	73.8	73.5	75.8
	Television Viewing		92.0	91.0	90.6	89.1	90.6	89.6	89.8	92.2	90.5	92.6
	Total Population⁴		24,888	24,247	24,315	24,848	24,658	24,842	24,807	25,691	26,356	26,865
25 To 34 Years Old	Accessed Internet²					12.7	19.7	28.9	38.8	53.3	63.3	69.4
	Cable Viewing³		60.6	60.2	61.8	63.9	64.5	63.4	69.8	71.1	72.0	74.2
	Newspaper Reading		83.4	81.5	79.7	79.7	81.3	79.4	76.6	77.0	75.6	76.8
	Radio Listening		92.4	92.3	92.3	91.0	90.6	90.4	91.2	90.6	90.0	90.2
	Television Prime Time Viewing		80.1	76.8	74.4	73.3	76.8	76.0	76.7	81.3	80.3	82.2
	Television Viewing		92.5	91.0	90.0	89.4	90.4	90.2	91.2	92.4	92.3	93.5
	Total Population⁴		43,782	43,548	43,097	42,530	41,962	40,972	40,154	39,066	38,298	37,787
35 To 44 Years Old	Accessed Internet²					13.0	19.2	28.2	40.8	53.8	61.2	66.1
	Cable Viewing³		62.7	64.4	65.9	65.9	70.6	69.8	71.3	71.9	75.4	78.1
	Newspaper Reading		86.8	85.6	83.6	82.5	84.3	83.3	82.0	80.5	81.1	82.3
	Radio Listening		91.4	89.7	89.2	89.4	88.7	89.4	90.1	89.7	91.0	90.0
	Television Prime Time Viewing		79.6	77.4	77.5	75.1	76.9	76.1	77.1	81.1	80.8	82.9
	Television Viewing		92.2	90.7	90.8	89.8	91.4	90.3	91.1	92.4	92.7	93.9
	Total Population⁴		39,568	40,581	41,069	41,652	42,970	43,561	44,393	44,791	44,981	44,988
45 To 54 Years Old	Accessed Internet²					10.2	16.6	27.7	40.0	54.8	60.2	65.3
	Cable Viewing³		65.5	66.1	67.7	68.1	72.1	71.4	74.5	74.7	76.1	79.0
	Newspaper Reading		86.9	85.6	83.6	85.9	85.6	84.2	83.7	83.5	82.5	82.8
	Radio Listening		86.5	87.7	88.2	86.7	84.5	85.9	86.0	87.5	88.7	87.2
	Television Prime Time Viewing		79.3	78.8	78.0	75.6	78.1	78.9	78.0	83.5	85.4	83.6
	Television Viewing		92.7	91.3	91.1	90.6	93.0	91.4	91.3	93.7	94.3	94.1
	Total Population⁴		26,024	27,501	28,148	29,737	30,865	32,521	33,700	34,774	36,085	37,479
55 To 64 Years Old	Accessed Internet²					3.8	7.7	12.8	20.2	35.1	41.8	49.9
	Cable Viewing³		62.5	63.4	63.9	67.8	68.8	69.5	71.3	76.4	76.5	79.6
	Newspaper Reading		87.5	84.6	83.7	84.4	83.0	82.7	81.7	82.4	80.4	82.1
	Radio Listening		81.2	77.8	77.8	77.8	77.9	77.4	77.1	80.8	77.8	79.8
	Television Prime Time Viewing		83.2	81.0	80.0	76.6	78.9	79.3	79.8	85.6	86.7	86.3
	Television Viewing		95.5	93.6	94.1	92.3	93.3	95.4	92.7	94.7	95.3	94.9
	Total Population⁴		21,889	21,394	21,484	21,537	21,197	21,227	22,149	22,711	23,293	23,719
65 Years Old And Over	Accessed Internet²					1.0	1.7	3.0	6.1	10.7	14.7	20.7
	Cable Viewing³		51.7	56.3	55.5	57.4	63.5	63.9	64.5	65.4	70.1	74.0
	Newspaper Reading		80.0	80.0	79.0	81.6	81.2	81.7	80.8	78.1	80.3	79.7
	Radio Listening		64.5	63.0	62.8	59.1	58.9	61.7	62.2	61.1	62.4	61.9
	Television Prime Time Viewing		84.7	83.8	81.0	82.4	83.5	81.1	81.8	86.7	88.6	87.7
	Television Viewing		96.0	95.9	94.8	95.3	96.5	96.0	95.7	96.5	96.9	96.8
	Total Population⁴		30,758	31,383	31,496	31,359	31,810	32,069	32,260	32,404	32,702	32,997
Accessed Internet²	Total		(NA)⁵	(NA)⁵	(NA)⁵	9.4	15.1	22.4	32.5	45.4	52.1	57.8
Asian	Accessed Internet²									53.5	67.2	67.2
	Cable Viewing³									49.8	64.9	66.7
	Newspaper Reading									68.3	74.9	71.9
	Radio Listening									74.6	79.7	73.3
	Television Prime Time Viewing									77.4	80.2	78.7
	Television Viewing									92.2	91.5	93.0
	Total Population⁴									5,507	5,649	6,030
Attended College	Accessed Internet²					11.9	20.9	28.5	44.0	59.5	66.6	72.5
	Cable Viewing³		64.2	66.4	66.2	69.6	71.7	71.5	72.7	76.2	76.7	80.3
	Newspaper Reading		89.0	88.5	85.8	86.6	86.0	85.8	83.8	83.7	82.9	83.2
	Radio Listening		91.1	90.1	89.7	88.4	88.0	87.9	88.7	89.3	89.1	87.8
	Television Prime Time Viewing		78.1	76.3	75.3	73.6	75.8	77.5	76.2	80.6	81.3	82.9
	Television Viewing		92.6	91.3	91.3	90.3	91.2	91.8	91.4	93.6	93.5	94.5
	Total Population⁴		37,003	47,506	49,065	51,083	51,120	51,498	52,173	52,878	54,127	55,432
Black	Accessed Internet²					5.7	7.4	12.8	20.1	33.1	37.4	42.3
	Cable Viewing³		51.0	48.1	50.2	54.7	56.7	60.1	63.4	67.3	67.4	71.6
	Newspaper Reading		81.4	82.2	78.0	77.1	80.4	76.5	75.5	77.3	81.2	82.8
	Radio Listening		85.1	84.7	84.4	84.3	85.3	83.5	83.4	84.1	87.6	85.7
	Television Prime Time Viewing		81.7	81.1	78.5	79.5	75.9	79.7	81.2	84.9	83.0	84.6
	Television Viewing		94.6	94.5	92.2	92.8	94.1	94.8	95.8	95.9	94.8	96.0
	Total Population⁴		20,966	21,415	21,597	21,957	22,435	22,686	23,257	23,628	23,919	24,452
Cable Viewing³	Total		60.1	61.6	62.3	64.1	67.4	66.8	69.7	71.3	73.1	76.5
College Graduate	Accessed Internet²					23.4	35.1	48.7	62.8	76.5	76.5	86.7
	Cable Viewing³		64.3	66.6	68.1	69.4	71.4	71.8	74.8	76.1	77.6	80.3
	Newspaper Reading		93.8	93.8	93.1	90.9	91.5	90.9	89.5	89.7	86.5	88.4
	Radio Listening		90.5	89.4	90.2	88.0	88.2	88.8	88.1	88.1	89.2	88.2
	Television Prime Time Viewing		77.3	75.5	74.7	71.3	75.1	75.4	76.0	79.4	82.8	82.2
	Television Viewing		91.4	90.3	89.7	88.1	89.8	89.6	90.1	91.1	93.5	93.1
	Total Population⁴		36,612	37,763	38,167	39,600	41,082	42,453	43,406	44,940	46,481	47,861
Employed	Accessed Internet²										70.3
	Cable Viewing³										79.2
	Full-time	Accessed Internet²				13.6	20.5	30.0	42.1	56.8	64.3	70.3
		Cable Viewing³	63.5	65.6	66.6	67.6	70.9	70.4	73.0	74.6	75.6	79.2
		Newspaper Reading	86.9	86.4	84.5	83.7	84.9	83.3	82.2	82.0	81.9	82.2
		Radio Listening	92.1	91.6	91.1	90.6	90.3	90.3	91.0	91.1	91.7	90.9
		Television Prime Time Viewing	78.4	76.1	75.0	73.1	76.1	75.8	76.4	81.0	81.2	82.4
		Television Viewing	92.1	90.6	90.5	89.0	90.9	90.5	91.0	92.7	92.8	93.5
		Total Population⁴	100,013	102,971	103,609	104,602	107,008	107,605	112,029	113,259	112,508	111,801
	Newspaper Reading										82.2
	Not Employed	Accessed Internet²				2.9	6.0	9.0	14.4	24.2	28.9	36.5
		Cable Viewing³	55.6	56.0	56.3	58.7	61.7	61.4	64.0	65.9	69.3	72.3
		Newspaper Reading	79.1	76.5	74.9	77.5	77.8	77.7	75.6	74.1	75.1	76.1
		Radio Listening	75.4	73.2	73.1	71.3	70.0	70.9	71.2	71.0	71.6	71.9
		Television Prime Time Viewing	83.8	82.8	80.7	79.9	81.6	80.2	80.6	84.6	85.4	85.2
		Television Viewing	95.5	94.6	93.7	94.2	94.9	94.0	93.8	95.3	95.1	95.6
		Total Population⁴	70,022	69,335	68,648	68,622	68,752	67,705	68,506	69,003	69,725	72,634
	Part-time	Accessed Internet²				9.6	17.3	26.4	42.1	55.1	64.0	65.4
		Cable Viewing³	58.8	60.2	60.8	64.5	68.5	66.1	71.2	70.9	72.2	76.5
		Newspaper Reading	86.9	88.1	84.3	84.9	83.6	83.0	83.2	82.1	79.7	82.0
		Radio Listening	88.9	90.5	89.8	87.3	86.3	87.4	87.2	89.2	87.9	88.2
		Television Prime Time Viewing	76.0	74.4	73.4	71.7	71.5	75.2	72.6	78.7	79.9	79.9
		Television Viewing	92.1	91.2	90.4	89.3	91.3	92.1	90.4	92.2	92.9	94.1
		Total Population⁴	16,874	16,348	17,354	18,438	17,702	19,881	16,927	17,176	19,483	19,402
	Radio Listening										90.9
	Television Prime Time Viewing										82.4
	Television Viewing										93.5
	Total Population⁴										111,801
Female	Accessed Internet²					7.4	12.1	19.6	30.4	43.8	51.2	56.5
	Cable Viewing³		58.9	59.9	60.2	63.0	66.1	66.0	68.5	70.6	72.1	75.8
	Newspaper Reading		83.2	82.8	80.7	81.3	81.4	81.0	79.6	79.2	78.9	80.0
	Radio Listening		83.7	83.0	83.1	81.0	80.9	81.5	82.2	82.8	82.6	82.2
	Television Prime Time Viewing		81.0	79.8	78.2	76.5	78.2	78.1	77.5	81.8	83.1	83.2
	Television Viewing		93.0	92.4	91.8	91.0	92.3	91.8	91.6	92.8	93.1	94.2
	Total Population⁴		97,679	98,478	98,917	99,882	100,788	101,639	102,635	103,747	105,125	106,145
High School Graduate	Accessed Internet²					3.4	5.0	10.8	18.0	31.0	36.8	44.7
	Cable Viewing³		62.1	62.8	63.0	65.6	69.7	68.9	72.3	71.8	74.1	77.5
	Newspaper Reading		84.9	82.8	81.3	80.8	82.5	80.7	79.7	78.8	78.8	79.9
	Radio Listening		85.7	84.9	84.0	82.5	82.3	82.2	82.9	82.7	82.5	82.5
	Television Prime Time Viewing		81.9	80.0	78.7	78.3	79.5	78.8	78.6	84.6	84.9	84.3
	Television Viewing		94.1	92.7	92.5	92.5	93.7	92.7	92.7	94.5	95.1	94.9
	Total Population⁴		73,377	65,896	65,245	64,414	65,024	64,868	66,168	66,360	66,416	66,300
Household Income	$10,000 To $19,999	Accessed Internet²				2.3	4.6	5.5	8.6	14.2	18.5	24.4
		Cable Viewing³	47.3	49.4	49.3	54.6	57.1	52.5	57.3	55.8	58.4	62.3
		Newspaper Reading	76.9	75.3	72.2	73.8	72.3	71.9	70.8	68.6	69.1	69.4
		Radio Listening	77.8	77.3	76.8	75.7	71.0	70.7	72.1	71.2	72.4	72.2
		Television Prime Time Viewing	84.2	80.5	78.6	79.9	80.3	79.7	78.6	84.2	83.5	82.9
		Television Viewing	95.3	93.6	92.9	94.6	94.5	93.0	93.7	95.3	93.9	94.6
		Total Population⁴	29,241	29,530	29,468	28,635	27,851	26,824	25,752	24,406	23,325	22,354
	$20,000 To $29,999	Accessed Internet²				3.4	6.0	11.4	15.0	24.5	28.0	35.0
		Cable Viewing³	55.0	57.0	57.7	57.8	63.8	61.5	63.1	63.8	66.3	67.8
		Newspaper Reading	82.5	80.4	78.7	78.7	80.4	78.5	75.2	73.9	73.1	73.5
		Radio Listening	84.5	82.7	82.0	79.6	79.2	79.0	79.3	78.7	79.0	77.9
		Television Prime Time Viewing	81.7	80.4	79.7	78.6	79.2	78.3	79.6	84.3	82.7	83.9
		Television Viewing	94.1	93.5	93.1	92.3	93.9	92.9	93.0	94.8	93.6	94.6
		Total Population⁴	30,454	29,135	29,193	29,109	28,213	27,129	26,135	25,327	24,853	24,287
	$30,000 To $34,999	Accessed Internet²				5.5	20.7	13.9	19.9		34.8	43.3
		Cable Viewing³	61.5	63.1	62.9	65.3	73.2	67.4	68.5		68.0	72.2
		Newspaper Reading	84.8	83.5	82.2	79.7	88.3	81.2	79.4		77.4	77.0
		Radio Listening	85.9	85.6	85.4	84.8	90.5	80.6	81.9		82.8	82.7
		Television Prime Time Viewing	81.8	80.3	78.0	75.3	77.7	75.7	77.2		81.5	84.4
		Television Viewing	95.3	94.0	92.9	90.7	91.5	91.1	91.2		93.6	94.9
		Total Population⁴	13,911	13,658	13,931	14,010	13,418	12,815	12,590		11,984	11,616
	$30,000 To $39,999	Accessed Internet²								37.5
		Cable Viewing³								70.4
		Newspaper Reading								77.2
		Radio Listening								84.7
		Television Prime Time Viewing								82.2
		Television Viewing								94.0
		Total Population⁴								24,055
	$35,000 To $39,999	Accessed Internet²				8.5	10.7	18.1	25.1		46.1	48.1
		Cable Viewing³	62.2	62.6	62.6	65.8	68.7	70.0	67.9		70.4	74.2
		Newspaper Reading	87.1	84.8	83.0	83.3	81.3	81.6	82.0		78.4	78.9
		Radio Listening	90.1	87.6	86.4	86.9	85.6	86.4	84.1		85.2	84.5
		Television Prime Time Viewing	80.1	78.1	76.1	77.9	80.0	79.1	79.8		81.3	84.5
		Television Viewing	93.3	92.2	91.1	92.2	93.3	92.9	92.8		93.2	94.3
		Total Population⁴	13,028	13,087	12,543	12,263	12,654	12,389	12,034		11,487	11,365
	$40,000 To $49,999	Accessed Internet²				8.4	15.3	19.2	30.0	44.1	53.5	56.8
		Cable Viewing³	68.2	67.3	67.7	70.1	73.7	71.1	73.4	73.9	75.6	77.2
		Newspaper Reading	89.1	88.4	85.2	84.4	86.3	82.9	80.9	79.5	78.4	79.7
		Radio Listening	90.3	89.2	89.5	85.8	88.0	86.9	86.2	86.4	87.0	86.0
		Television Prime Time Viewing	80.9	78.7	75.9	76.0	77.7	77.8	76.7	82.6	82.8	83.8
		Television Viewing	93.6	92.1	91.3	90.2	93.3	92.1	91.5	92.8	94.2	94.2
		Total Population⁴	22,522	22,163	21,931	21,774	22,067	22,135	22,008	21,816	21,354	20,910
	$50,000 Or More	Accessed Internet²				18.4	26.9	38.3	52.6	67.1	73.9	78.4
		Cable Viewing³	71.1	73.2	74.5	74.5	76.8	76.8	79.0	80.9	81.6	84.8
		Newspaper Reading	91.8	91.6	91.1	89.7	89.5	88.3	87.3	87.5	86.0	86.0
		Radio Listening	91.3	91.3	91.2	89.7	90.1	90.4	90.8	90.7	89.8	89.3
		Television Prime Time Viewing	77.2	75.0	74.5	71.2	75.0	75.6	76.4	80.7	82.6	82.5
		Television Viewing	91.8	90.1	90.5	88.8	90.4	90.8	91.0	92.7	93.6	94.2
		Total Population⁴	57,896	61,461	63,100	67,380	72,195	78,052	83,928	89,542	95,378	100,840
	Less Than $10,000	Accessed Internet²				1.9	5.1	5.8	11.5	14.6	18.1	19.5
		Cable Viewing³	43.5	42.3	43.1	41.8	45.2	42.4	47.2	47.7	53.8	55.9
		Newspaper Reading	65.2	62.9	58.0	65.8	65.3	65.3	61.3	58.7	65.6	66.8
		Radio Listening	73.2	70.9	70.4	71.8	70.0	71.6	70.2	68.0	73.4	69.2
		Television Prime Time Viewing	79.0	81.1	79.4	76.0	81.2	78.3	78.0	81.6	81.5	83.2
		Television Viewing	92.2	92.3	91.3	90.8	93.5	93.0	92.9	93.6	92.4	93.6
		Total Population⁴	19,857	19,620	19,445	18,491	17,063	15,846	15,015	14,292	13,333	12,463
Male	Accessed Internet²					11.5	18.3	25.3	34.8	47.1	53.0	59.2
	Cable Viewing³		61.5	63.5	64.7	65.3	68.7	67.7	71.0	72.0	74.1	77.2
	Newspaper Reading		84.8	83.0	81.3	81.9	83.2	81.7	80.5	79.3	79.9	80.0
	Radio Listening		87.6	86.6	85.9	86.0	84.7	85.2	85.5	85.3	86.3	85.7
	Television Prime Time Viewing		79.3	76.9	75.6	74.2	77.1	76.3	77.5	82.3	81.9	83.1
	Television Viewing		93.7	91.7	91.6	90.9	92.4	91.9	92.3	94.3	94.1	94.5
	Total Population⁴		89,230	90,177	90,694	91,780	92,674	93,553	94,827	95,691	96,590	97,691
Newspaper Reading	Total		84.0	82.9	81.0	81.6	82.3	81.3	80.0	79.3	79.3	80.0
Not High School Graduate	Accessed Internet²					1.4	2.1	3.6	5.7	11.6	16.3	19.0
	Cable Viewing³		48.9	48.3	50.2	48.1	53.2	50.8	54.3	56.6	60.0	62.9
	Newspaper Reading		68.4	65.0	61.6	65.9	66.0	64.8	63.7	60.0	61.3	63.1
	Radio Listening		75.7	72.7	72.5	72.9	70.0	72.2	73.1	73.0	74.3	73.9
	Television Prime Time Viewing		81.7	81.1	78.5	77.1	79.8	76.4	79.4	82.7	80.1	82.4
	Television Viewing		94.5	93.7	92.7	92.0	94.7	93.1	93.6	94.8	92.0	94.4
	Total Population⁴		39,918	37,489	37,134	36,567	36,235	36,372	35,715	35,260	34,691	34,243
Other	Accessed Internet²					6.7	24.4	32.6	40.1	46.4	45.0	59.3
	Cable Viewing³		46.2	47.0	47.3	45.9	53.4	54.4	54.5	68.2	59.0	67.0
	Newspaper Reading		68.8	68.5	61.9	62.0	74.8	78.4	72.9	72.0	64.6	72.3
	Radio Listening		80.6	82.9	79.3	80.1	72.2	76.2	77.1	78.1	71.9	75.2
	Television Prime Time Viewing		77.6	79.7	75.9	75.8	71.9	74.3	69.8	74.4	76.9	77.8
	Television Viewing		94.3	92.8	89.7	91.6	89.6	88.6	85.0	88.3	93.5	96.4
	Total Population⁴		6,314	6,658	6,873	7,179	7,290	7,674	8,338	3,301	3,241	3,675
Radio Listening	Total		85.6	84.7	84.5	83.4	82.8	83.3	83.8	84.0	84.4	83.9
Spanish Speaking	Accessed Internet²					7.3	9.5	13.8	22.9	34.1	41.5	44.3
	Cable Viewing³		47.7	49.1	52.3	50.4	49.4	48.7	52.4	55.9	61.0	64.5
	Newspaper Reading		72.5	75.2	73.0	68.4	68.3	65.7	66.4	66.3	66.5	66.7
	Radio Listening		87.6	88.0	87.1	85.3	84.1	84.6	84.9	84.6	86.8	87.2
	Television Prime Time Viewing		82.4	81.1	80.3	75.8	80.8	80.1	78.8	81.6	82.4	85.1
	Television Viewing		95.5	93.6	93.3	92.2	94.6	92.6	93.3	93.5	94.0	96.1
	Total Population⁴		13,768	16,247	16,085	14,144	17,144	19,624	20,223	21,359	23,046	24,128
Television Prime Time Viewing	Total		80.2	78.4	77.0	75.4	77.6	77.2	77.5	82.1	82.5	83.1
Television Viewing	Total		93.3	92.1	91.7	90.9	92.4	91.9	91.9	93.5	93.6	94.3
Total Population⁴	Total		186,909	188,654	189,611	191,663	193,462	195,192	197,462	199,438	201,715	203,836
White	Accessed Internet²					10.0	15.7	23.2	33.8	46.8	53.8	59.7
	Cable Viewing³		61.9	64.0	64.6	66.2	69.5	68.3	71.4	72.6	74.4	77.7
	Newspaper Reading		84.9	83.6	82.2	83.1	82.8	82.1	81.0	80.0	79.5	80.0
	Radio Listening		85.8	84.8	84.7	83.4	82.8	83.6	84.2	84.4	84.3	84.2
	Television Prime Time Viewing		80.1	78.0	76.8	74.8	78.1	77.0	77.4	82.0	82.6	83.2
	Television Viewing		93.1	91.7	91.7	90.6	92.2	91.6	91.7	93.4	93.5	94.1
	Total Population⁴		159,629	160,581	161,141	162,526	163,736	164,831	165,867	167,002	168,905	169,680

Footnotes

¹ Quantities in thousands.

² In the last 30 days.

³ In the past 7 days.

⁴ Thousands

⁵ Not available.

Source

Mediamark Research Inc., New York, NY, Multimedia Audiences, fall 1993, 1994, and 1995; and spring 1996, 1997, 1998, 1999, 2000, 2001, and 2002 and 2002 (copyright.)

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