DRTV Demographics

Part
01
of two
Part
01

Women Over 50, DVR & Connected TV

In the US, 1.79% of women who are aged over 50 utilize DVR or other forms of connected TV for streaming/recording. However, 27.76% utilize live TV/cable. Below is a methodology of how we established these figures.

METHODOLOGY

We started the research by checking for precompiled information on the percentage of women over 50 who use various forms of connected devices for streaming/recording, compared to using live cable. Some of the sources we used include Nielsen, Pew Research and news publications platforms like PR News Wire and Forbes. However, we could not find data specifically on women, but we managed to find details on adults aged 50-64 and above 65 who use connected devices and live TV.

The next step was to use data from Nielsen to calculate the percentage for people aged above 50, regardless of the gender:

50-64 Connected Devices which includes DVR: 5%
50-64 Live TV/ Cable: 46%
65+ Connected Devices which includes DVR: 3%
65+ Live TV/ Cable: 58%

50+ Connected Devices which include DVR = (50-64 Connected Devices which include DVR + 65+ Connected Devices which include DVR)/2
50+ Connected Devices which include DVR = (5% + 3%)/2 = 4%

50+ Live TV/ Cable = (50-64 Live TV/ Cable + 65+ Live TV/ Cable)/2
50+ Live TV/ Cable = (46 + 58)/2 = 52%

As such, 52% of the population aged 50+ in the US utilize Live TV/Cable while only 4% of the same age bracket prefer using DVR and connected devices.

However, there is no distinction on the allocation of different genders. We, therefore, turned to another source which stated that women are more likely than men to state that their primary mode of watching television is through cable subscriptions, whereby women are at 63% and men 55%. On the other hand, men are more likely to state that their primary mode of watching is through online streaming (31% vs. 25%).

% of women prefer live TV/Cable: 63%
% of men prefer live/TV Cable: 55%

% of women who responded that they prefer live/cable over men: % of women prefer live TV/cable / (% of women prefer live TV/cable + % of men prefer Live/TV Cable)
% of women who responded that they prefer live/cable over men: (63/(55+63)) = 53.39%
% of men who responded that they prefer live TV/cable: (55/(55+63))=46.61%

53.39% of those who responded are women, and only 46.61% are men; that is why women most likely use cable subscription compared to men.

We can, therefore, determine the percentage of 50+ women who use live TV using the percentage of women that responded that they prefer live/cable and the 50+ live TV/cable percentage. The calculations are as follows:

Women aged 50+ and prefer live streaming/cable TV = 53.39% of 52% = 27.76%

The next step is to calculate the percentage of women who prefer connected TV such as DVR:

% of women prefer online streaming: 25%
% of Men prefer online streaming: 31%
% of women who responded that they prefer connected device or online streaming: % of women prefer online streaming / (% of women prefer online streaming + % of Men prefer online streaming)
% of women who responded that they prefer connected device or online streaming: 25 /(31+25) = 44.64%

As such, the percentage of women over 50 who use DVR or other forms of connected TV for recording/streaming: 44.64% of 4% = 1.79%

PERCENTAGE OF WOMEN AGED 50+ IN THE US WHO UTILIZE DVR OR OTHER FORMS OF CONNECTED TV FOR STREAMING/RECORDING COMPARED TO LIVE CABLE

  • 5% of adults aged between 50 and 64 use connected devices, which includes DVR. However, 46% use live TV/cable. Among adults who are 65 years and above, 3% use connected devices which include DVR while 58% use live TV/cable.

  • 4% of 50+ ddults use Connected Devices while 52% use Live TV/ Cable regardless of gender.
  • Adults aged between 50 and 64 spend an average of 32 minutes per day using connected devices, while the average time spent on traditional TV is 5 hours and 29 minutes.
Adults aged between 65 years and above spend an average of 21 minutes per day using connected devices, while the average time spent on traditional TV is 6 hours and 51 minutes. @2

According to Pew Research, "Women are more likely than men to say their primary way of watching TV is via cable subscription (63% vs. 55%)." Additionally, "Men are more likely than women to say their primary pathway is online streaming (31% vs. 25%)." (Source 3)

1.79% Women 50+ use connected devices which includes DVR while 27.76% use live TV/cable. (calculated) (Source 3)


Part
02
of two
Part
02

DRTV Demographics

Adults between the ages of 18 and 49 spend approximately 2.42 hours daily watching live television. Conversely, adults over 50 years old spend approximately 5.9 hours every day watching live television. Adults between 18 and 24 years spend less than 2 hours daily watching live TV.

methodology

Our search for the demographics of English-speaking DRTV (Direct Response TV) viewers in the US began by looking for the number and categories of TV viewers in the country. Since the channels surveyed by all the major studies were English, it was assumed that the viewers also speak English. We looked through reports published on sites, such as E-marketer, Nielsen, and Marketing Charts. It is noteworthy that we used a 2004 study by Newhope, an online company that provides data and content on healthy life style industries, to make growth comparisons of DRTV viewership.
After examining various reports focusing on US DRTV consumer trends, we were unable to find the demographic profile of English-speaking DRTV viewers. Market research platforms like Google Consumer Barometer, Nielsen, and Marketing Charts only gave demographic information on general TV viewership. We further looked at sites, such as Apertio, Public Insight, Dynata, and Just The Facts, but could not find any demographic data on English-speaking DRTV viewership.
Smart Brief, a digital media publisher of targeted business news published an article in 2018 on DRTV and it listed a few products that became hugely successful via DRTV marketing. These brands include products such as George Foreman Grill, ShamWow, and Snuggie. Therefore, we made a few demographic assumptions based on successful DRTV brands. One assumption was that since the brands mentioned in the article were primarily kitchen, home cleaning, and baby products, women are a major consumer segment of DRTV.
In addition, we examined DRTV client success stories published by TVA Media Group, a DRTV advertising company in the US. According to the company, health products are the major brands that use DRTV advertising. In 2018, Market Watch published an article, which revealed that Millennials were spending more money on health and wellness than other age groups. Therefore, we assumed that millennials are one of the main consumer segments of DRTV.

The Nielsen Total Audience Report for the third quarter of 2018 shows that on an average, adults who are 18 years and older in the US spend 3.44 hours a day watching live TV. Also, the reports shows that in the same quarter, adults in the US who are between 18 and 34 years old spend 1.51 hours daily watching live TV. Additionally, adults aged between 35 and 49 years spend 3.34 hours a day watching live TV. Moreover, adults aged between 50 and 64 years spend 5.29 hours a day watching live TV. The report also reveals that adults who are 65 years and older spend 6.51 hours daily watching live TV.
Hence, it can be seen that adults aged 18 to 34 and 35 to 49 cumulatively spend an average of 2.42 hours daily watching live TV from the below calculation:
(1.51 + 3.44)/2 = 2.42 hours
On the other hand, adults aged 50 to 64 and those above 65 years cumulatively spend an average of 5.9 hours daily watching live as shown below:
(5.29 +6.51)/2 = 5.9 hours
Therefore, it can be assumed that adults above 50 years spend more time watching live TV than those below 50 years, which makes them a major consumer segment when it comes to DRTV.

GENERAL TV demographics that impact drtv viewership

It is noteworthy that 25-34 year olds watch live TV for a total of 18.4 hours every week. In addition, 50 to 54-year- olds watch live TV 39.6 hours per week. The number of US households that are going to be cord cut or cord never by 2020 is 480 million. According to Consumer Barometer, 78% of the US population watches regular TV through television sets.
The Nielsen Total Audience Report for the third quarter of 2018 shows that on an average, adults who are 18 years and older in the US spend 3.44 hours a day watching live TV. Also, the reports shows that in the same quarter, adults in the US who are between 18 and 34 years old spend 1.51 hours daily watching live TV. Additionally, adults aged between 35 and 49 years spend 3.34 hours a day watching live TV. Moreover, adults aged between 50 and 64 years spend 5.29 hours a day watching live TV. The report also reveals that adults who are 65 years and older spend 6.51 hours daily watching live TV.
TV viewing time has increased slightly for adults who are 50 years and older. In households with dual-service (TV and OTT), heavy OTT users spend twice as much time with live TV as they do with OTT. The lightest OTT users watch 98% live TV while average users watch 86% live TV. As of 2017, adults between 18 and 24 watched less than two hours of live TV daily.

drtv viewer demographics

Adults who are over 50 years old spend more time watching live TV than all the other age groups. It can be assumed that they are the age group that makes up the majority of DRTV viewers in the US. Since the George Foreman Grill, ShamWow, Snuggie and Zulili brands were successful in using DRTV, it can be assumed that women are among the main consumers of DRTV. According to Market Watch, millennials are the main category of consumers of health and wellness products. Furthermore, the success stories of DRTV advertising showcased by TVA Media Group reveal that health and wellness products are highly advertised. For this reason, it can be assumed that Millennials are also a major consumer segment of DRTV.

OLD DATA

According to a 2004 ERA survey as reported by Newhope, DRTV product buyers have a median age of 45.9 and a median household income of $55,000. Furthermore, 79.3% of these buyers are Caucasian, 48.6% work full-time, 60.3% are married, 43.1% have children, and 48% are men.


Sources
Sources

From Part 02
Quotes
  • "Total Respondents: 797 Base: Internet users (accessing via computer, tablet or smartphone) Source: The Connected Consumer Survey 2017"
Quotes
  • "Famed examples include the George Foreman Grill, ShamWow or the cultural phenomenon, the Snuggie; all these products became million-dollar brands after utilizing this long-form advertising."
  • "Well-known brands such as P&G, AT&T, GEICO and L’Oreal all utilize some form of direct response creative or media in their TV advertising. Dollar Shave Club, Chewy, Jet.com, Nest Labs and zulily: each of these direct to consumer brands went from startup to multi-billion-dollar buyout before their 10th birthdays."