Under 35's Watch Video on Internet & Mobile Phones More Than Over 35's;
Traditional TV Viewing Continues to Grow
NEW YORK, July 8 /PRNewswire/ -- The Nielsen Company today released the
first comparable U.S. figures showing video and TV usage across the 'three
screens' - Television, Internet and Mobile devices.
Nielsen's findings show that screen time of the average American
continues to increase with TV users watching more TV than ever before (127
hrs, 15 min per month), while also spending 9% more time using the Internet
(26 hrs, 26 min per month) from last year. At the same time, a small but
growing number of Internet and mobile phone users are watching video online
(2 hrs, 19 min per month), as well as using their cell phones to watch
video (3 hrs, 15 min per month).
Time Spent in Hours:Minutes
Per User 2+, Per Month
May 08 May 07 % Diff
Watching TV in the home* 127:15 121:48 4%
Watching Timeshifted TV* 5:50 3:44 56%
Using the Internet** 26:26 24:16 9%
Watching Video on Internet** 2:19 n/a n/a
Mobile Video Subscribers Watching
Video on a Mobile Phone^ 3:15 n/a n/a
Source: The Nielsen Company
The U.S. television landscape is growing increasingly more complex and
digital. As of May 2008, more than 65% of U.S. homes receive digital cable
and satellite combined. These digital TV homes receive nearly 160 channels.
In addition, 25% and 35% of U.S. homes have DVR and Video on Demand
respectively.
"Commercial television is alive and well - growing 1% year over year -
despite the rapid adoption of other platforms," said John Burbank, chief
marketing officer for The Nielsen Company. "Moreover, timeshifting
represents less than 5% of total viewing."
Two hundred twenty million Americans have Internet access at home
and/or work and 73%, or 162 million went online in May. Watching video on
the Internet is no longer a novelty; 119 million unique viewers viewed 7.5
billion video streams in May 2008. In addition as of Q1 2008, 91 million
Americans (36% of all mobile phone subscribers in the U.S.) owned a
video-capable phone.
"Web video is changing the definition of the Internet for those under
the age of 24. Those under 24 use the Internet less than older users but
spend a greater percent of time viewing video. For instance, children 2-11
spend relatively little time on the Internet - just 4:58 vs 38:47 for
adults 35-44. But much more of their time is likely spent watching video
than checking email or traditional websites." Burbank concluded.
Time Spent in Hours:Minutes
May 2008
K2-11 T12-17 A18-24 A25-34 A35-44 A45-54 A55-64 A65+
On
Traditional
TV* 87:00 89:09 103:27 118:59 124:01 145:03 159:59 177:50
Watching
Timeshifted
TV* 4:16 3:36 3:55 9:28 8:13 6:46 5:49 2:57
Using the
Internet** 4:58 12:01 12:18 29:00 38:47 33:52 34:44 26:01
Watching
Video on
Internet** 1:30 1:45 3:41 3:22 2:48 2:03 1:33 1:12
Mobile Video
Subscribers
Watching
Video on a
Mobile
Phone^ n/a^^ 05:25^^ 3:02 3:36 2:53 2:53 2:10 n/a°
Source: The Nielsen Company
Burbank continued, "While the number of mobile video users is
relatively small at about 4 million, the video usage these early adopters
report is impressive, perhaps due to "always available" mobile devices. It
is an early indicator of how this technology is becoming more commonplace
among mobile users."
To obtain a full copy of Nielsen's Three Screen Report, go to HYPERLINK
"http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf"
http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf. These figures
will be updated quarterly and available to the public at http://www.nielsen.com.
FOOTNOTES FOR CHARTS ABOVE:
* TV includes live viewing plus any playback viewing; Timeshifted TV is
playback primarily on a DVR but including playback on services like Start
Over as well as playback from a DVD recorder.
** Internet figures are from home and work. Hours:minutes are based on
the universe of persons who watch online video.
^ Survey results reported in April 2008, this is a Q1 2008 estimate of
only those mobile subscribers that subscribe to and use video on their
mobile phone, over the past 30 days.
^^ Nielsen Mobile's survey reports mobile video usage for those users
13 and older. Thus, 12-17 is T13-17 for all mobile data.
° A65+ base size too small to report mobile video hours:minutes
About The Nielsen Company
The Nielsen Company is a global information and media company with
leading market positions in marketing information (ACNielsen), media
information (Nielsen Media Research), online intelligence (NetRatings and
BuzzMetrics), mobile measurement (Nielsen Mobile), trade shows and business
publications (Billboard, The Hollywood Reporter, Adweek). The privately
held company is active in more than 100 countries, with headquarters in
Haarlem, the Netherlands, and New York, USA. For more information, please
visit, http://www.nielsen.com.
|
