In order to communicate effectively and timely with your member it’s important to understand how they engage with media, and which specific medium they prefer to use.
The joining age of a private club member is between 36 – 45. The Nielsen Comparable Metrics Report, an in-depth that look at users and usage, averaged across the U.S. population, found that usage in this age group (and those younger) are moving to mobile and TV-connected devices.
From November 2014 to November 2015, the total average audience across nearly all platforms grew by nearly 5 million among persons 18+. In fact, the largest increase in average audience came from Smartphones.
The fourth-quarter 2015 report sets aside metrics commonly associated with only one type of content, such as video starts or page views, and focuses instead on three basic concepts equally applicable to all categories of media measurement:
How Many: the number of adults who use a given platform or content type in a week.
How Often: the number of days per week that those adults access the content.
How Long: the amount of time the adults spend engaging with content.