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Americans spend more time using the media than anything else
MUMBAI: The average American spends more time using media devices —television, radio, iPods and cell phones — than any other activity while awake, says a new study from Ball State University.
The Middletown Media Studies 2 (MMS2) also found participants are adept at managing their use of two or more types of media at the same time. About 30 per cent of the observed waking day was spent with media as the sole activity versus 20.8 per cent for work activity, while an additional 39 per cent of the day was spent with media while involved in some other activity. In any given hour no less than 30 per cent of those studied were engaged in some way with television, and in some hours of the day that figure rose to 70 per cent.
While television is still by far the dominant medium in terms of the time average Americans spend daily with media at 240.9 minutes, the computer has emerged as the second most significant media device at about 120 minutes. About 30 per cent of all media time is spent exposed to more than one medium at a time. People aged 18 to 24 spend less time online than any other age group except those older than 65. The levels of concurrent media exposure were higher among those 40 to 65 than people 18 to 39
Telecommunications professor Robert Papper says, “As a society, we are consumers of media. The average person spends about nine hours a day using some type of media, which is arguably in excess of anything we would have envisioned 10 years ago.”
Use of the Web, e-mail and phones is substantially higher on Fridays than any other day of the week. Papper adds, “Television is still the 800-pound gorilla because of how much the average person is exposed to it. However, that is quickly evolving. When we combine time spent on the Web, using e-mail, instant messaging and software such as word processing, the computer eclipses all other media with the single exception of television.
The introduction of the computer into the workplace also has created a whole class of multitaskers. We thought that young people would be better at multitasking. But computers have forced older workers to do more than one thing at a time to survive in the workplace.”
From an advertising perspective, the research has both good and bad news based on the array of new media outlets along with the challenge of more outlets competing for attention. Increased choice and interactivity is giving more control to consumers over their media experiences. Media strategies should perhaps no longer be media centric, but should focus on consumers. For example, if media usage increases on Fridays based on the assumption that people are planning social activities, then this would be potentially the best day to advertise movies, drink and food specials and other products.
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Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
