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.
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)