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Nielsen: nine out of 10 US adults use linear

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Nine out of 10 US adults (18+) use linear platforms in the average week, according to Nielsen Total Audience Report over Q1, 2018.

Live + time-shifted TV viewing reached 88% of persons in the first quarter of 2018, while radio had the largest reach across platforms at 92%. Radio also reaches 96% of all Hispanic adults each week.

Over a third of persons use their internet connected devices (including apps on their smart TVs) during the average week, with a higher reach of 43% for Asian Americans. Computer reach is highest with Asian Americans as well, with 71% using the device weekly. Regardless of race or ethnicity, smartphones remain universally popular, reaching four out of five adults while tablets are used by less than half of all adults weekly.



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