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What hour of the day sees peak media usage according to Nielsen?

The average time adults spend watching live TV each day has continued to decline. Here, a scene from Netflix's "Orange Is the New Black."

The average time adults spend watching live TV each day has continued to decline. Here, a scene from Netflix’s “Orange Is the New Black.”

(JoJo Whilden / AP)

Looks like 9 p.m. is the happy hour for media use, according to a new report from Nielsen.

The measurement firm said Monday that 144 million adults in the U.S. use media at that evening hour.

And traditional TV, despite its viewing decline, dominates among those devices measured, which include radio, smartphones, tablets, TV-connected devices and PCs. It accounts for almost two-thirds of media use by people in the 9 p.m. hour.

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The results were published in Nielsen’s Total Audience Report that focused on the second quarter of 2015.

Here are some other key findings from the report:

-- Video viewing on digital platforms (PC, smartphone or tablet) has grown nearly 20% overall year-over-year. And the greatest percent increase in digital video usage is overnight and in the early-morning hours. When you look at the hours between 5 a.m. and 8 a.m., usage has increased 38%.

-- Multimedia devices (i.e. Apple TV, Roku, etc.) showed continued growth in terms of the overall number of users across all races and ethnicities. The number of users has grown from about 36 million in the second quarter of 2014 to more than 61 million users this past quarter — an increase of nearly 72%.

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-- African Americans have the highest TV and PC reach among all races and ethnicities. Hispanics have the highest smartphone reach but the lowest tablet reach. And Asian Americans have the lowest overall TV reach but the highest TV-connected device and tablet reach.

-- The average time adults spend watching live TV each day has continued to decline. The average is 4 hours and 30 minutes, according to second-quarter results this year. The minutes are shaving off: The time spent in the second quarter of 2014 was 4 hours and 36 minutes, and in the 2013 second quarter it was 4 hours and 48 minutes. Meanwhile, game console usage has increased year-over-year from 40 minutes per day in the second quarter of 2014 to 50 minutes per day in the same quarter this year.

I tweet about TV (and other things) here: @villarrealy

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