Media Consumption Segmentation - GWI USA 🇺🇸
In GWI USA, we ask respondents how much time they spend on various media types via several “Time Spent” questions. These questions can be found in different folders in the platform depending on the media type, but they are generally worded in the following way or a suitable variation for that media type:
How much time do you think you spend using a [media type] on a typical day?
Less than 15 minutes | 15 to 30 mins | 30 mins to 1 hour | 1 to 1.5 hours | 1.5 to 2 hours | 2 to 3 hours | 3 to 5 hours | 5 to 8 hours | 8+ hours
Laptop/ Notebook
Mobile
PC/Desktop
Tablet
Broadcast TV & Streaming
Social & Messaging Services
Gaming
Music & Audio Behaviors
The Media Consumption Segmentation does the following:
Sorts the time respondents spend on each of these media types into larger time segments in order to better enable broader analyses. For example, “Less than 15 mins” and “15 to 30 mins” become one option: “Less than 30 mins”.
Splits the option Broadcast TV & Streaming into two distinct options: Subscription Streaming Services and Live TV (when completing the survey originally, respondents answer each option separately, the answers are combined for the “Time Spent” question to Broadcast TV & Streaming).
As seen below, some option names remain the same, and some are shortened for brevity, e.g. Social & Messaging Services becomes Social Media.
