Understanding the use of multimedia in the U.S is important for designing health communication plans.

Respond to classmate 

Understanding the use of multimedia in the U.S is important for designing health communication plans. People receive information through these platforms and have different trends of interacting within these multimedia platforms. For example, the total amount of time spent by people in the U.S. on TV, Radio, Internet, and social media differ across age groups, gender and races. These also differ across other countries. For example, South Africans spend more time on TV and the social media than people in the U.S. on average.

How much time does each group spend on TV, Radio, Internet, and Social Media?

It is estimated that in 2024, U.S adult append an average of nearly three hours watching traditional TV daily (Stoll, 2024). On average, five hours a day is spent on TV in South Africa (Tengeh & Udoakpan, 2021). Radio has a diverse listenership as it is listened by all kind of people across all ages, gender and ethnicity. Most people listen to radio when they are away from home. On average, U.S people spend up to 99minutes daily listening to the radio in early 2020 (Gotting, 2022). IN South Africa, the average time spent listening to radio is five hours and 12 minutes. The time spent on radio has been decreasing with time. On Average, people in U.S spend an average of six hours and 58 minutes on the internet per day. This differs from South Africa who spend the longest time on the internet estimating to nine hours and 24 minutes daily. Time spent on social media in the U.S id two hours and 16 minutes on average daily. In South Africa, on average the time spent on social media is three minutes and forty-one minutes daily.

• Is there a difference in the time spent on the above media by people from different race and ethnicities in the United States? If so, what is the difference?

There is a difference of the time spent on TV, internet, social media and internet by people from different race and ethnicities in the U.S. African Americans spend an average of 3:55 hours per day watching tv while the Hispanic and the Asians spend an average of 1:75 ad 2.45 hours respectively (Statista,n.d). This is more time than the time spent by the whites on TV. Asian spent more time on the internets more than any ethnic group followed by the Hispanic, the whites and then the African Americans who spend the least time on internet (Petrosyan, 2024).

Is there a difference in the time spent on the above media by people belonging to different age groups? If so, what is the difference?

There is a difference in the time spent on tv, internet, social media and radio by people belonging to different age groups. Teenagers spend 1103 minutes weekly watching TV. on average, adults spend two hours and 48 minutes daily on tv (Oberlo, 2024). kids younger than 8 spend 45 minutes daily on tv (Statista, n.d). On average, adults spend 7 hours and forty minutes weekly listening too radio. Teenagers an average of 4.8 hours per day while adults on average spend two hours 24 minutes on social media daily (Rowell, 2023).

• What would these differences mean for health communication practitioners when they are deciding on a campaign?

These differences influence the health communication practitioners when they are deciding on a campaign. Especially, these differences determine the target audience for each communication plan and the content format. For example, first, understanding which multimedia platforms that the target audience frequents the most is crucial. For example, if the target demographic is young people that spends more time on social media platforms like Instagram and TikTok, a health communication practitioner may prioritize creating engaging visual content tailored to these platforms. Conversely, if they are older people that prefer consuming news and information through traditional media outlets or specialized health websites, the approach may differ. It is important also to understand that different multimedia platforms support various content formats, such as text, images, videos, and interactive features, and any health communication practitioners will need to adapt their campaign content to suit the format and capabilities of each platform. Therefore, depending on the target audience, the differences will help the health communication practitioners top determine the mode of communication.

Reference

Gotting. C.M. (2022). Average daily time spent listening to the radio per adult in the United States from 1st quarter 2015 to 1st quarter 2020. Retrieved from: https://www.statista.com/statistics/761889/daily-time-spent-radio/

• Stoll.J. (2024). Average daily time spent watching traditional TV and digital video in the United States from 2021 to 2025. Retrieved from: https://www.statista.com/statistics/186833/average-television-use-per-person-in-the-us-since-2002/

Petrosyan.A. (2024). Average daily time spent using the internet by online users worldwide from 3rd quarter 2015 to 4th quarter 2023. Retrieved From: https://www.statista.com/statistics/1380282/daily-time-spent-online-global/

Tengeh, R. K., & Udoakpan, N. (2021). Over-the-top television services and changes in consumer viewing patterns in South Africa. Management Dynamics in the Knowledge Economy, 9(2), 257-277.

Petrosyan. A. (2023). Share of adults in the United States who use the internet as of September 2023, by ethnicity. Retrieved from:  https://www.statista.com/statistics/327134/internet-usage-usa-ethnicity/#:~:text=As%20of%20September%202023%2C%20Asian,the%20lowest%20among%20black%20Americans. 

• Statista. (n.d). Media consumption among ethnic groups in the U.S. – statistics & facts. Retrieved from: https://www.statista.com/topics/5108/ethnic-groups-in-the-us-media-consumption/#topicOverview

Oberlo 2024. How much tv does the average american watch? (2019–2024) Retrieved from: https://www.oberlo.com/statistics/how-much-tv-does-the-average-american-watch#:~:text=According%20to%20the%20latest%20statistics,minutes)%20viewing%20traditional%20television%20programs.

Statista. (n.d). Children and Media in the U.S-statistics & facts. Retrieved from: https://www.statista.com/topics/3980/children-and-media-in-the-us/#topicOverview

Woodward. M. (2024). Social Media Addiction Statistics for 2024. Retrieved from: https://www.searchlogistics.com/learn/statistics/social-media-addiction-statistics/

Rowell.J. 2023. Teens Spend Average of 4.8 Hours on social media Per Day. https://news.gallup.com/poll/512576/teens-spend-average-hours-social-media-

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