MAM
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.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
