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 TV,
INTERNET AND MOBILE USAGE IN U.S. KEEPS INCREASING, SAYS NIELSEN
Latest Results from Nielsen’s A2/M2 Three Screen Report
New York, NY, February 23, 2009 - News Release: Contact Gary
Holmes
Source: The Nielsen Company
The Nielsen Company reported that viewing of video on
television, Internet and mobile devices – the Three Screens –
continues to increase and has reached new heights. In its fourth
quarter “A2/M2 Three Screen Report”, Nielsen reported that the
average American watches more than 151 hours of TV per month,
an all-time high. Meanwhile, Americans who watch video over
the Internet consume another 3 hours of online video per month
and those who use mobile video watch nearly 4 hours per month on
mobile phones and other devices.
Nielsen also reported that digital video recorded (DVR) and
other timeshifted television is watched at double the pace as
video online at 7 hours, 11 minutes per month. Yet in a
potential indicator of how audiences could timeshift in the
future, young adults (age 18-24) watch video on the Internet and
on a DVR at the same rate -- about 5 hours per month.
“The American fascination with television and other video
content is not easing up, as consumers keep turning to TV,
Internet and Mobile at record levels,” said Susan Whiting, vice
chair of The Nielsen Company. “Viewers appear to be choosing the
best screen available for their video consumption, weighing a
variety of factors, including convenience, quality and access.
It is clear that TV remains the main vehicle for viewing video,
although online and mobile platforms are an increasingly
important complement to live home-based television.”
Other notable facts from the report include:
- Except for the teenage years, viewing of traditional
television increases with age; the use of video on the
Internet peaks among young adults while viewing mobile video
is highest in the teen years.
- Men continue to watch video on mobile phones more than
women, and women continue to watch video on the Internet and
television more than men.
- The work day continues to be the primetime for Internet
video. Weekdays outpace weekends for online video viewing
with 65% of online video viewers streaming content between
9am – 5pm Monday through Friday, versus 51% of online video
viewers logging on between 6am – 8pm on weekends.
- Nielsen 4Q08 data shows that mobile video has grown, up
to 11 million Americans, an increase of 9% versus the
previous quarter. Much of this growth can be attributed to
increased mobile content and the rise of the mobile web as a
viewing option. In addition, the average monthly time spent
viewing mobile video among reported mobile video users
increased 2%, from 3:37 to 3:42 between 3Q 2008 and 4Q 2008.
The TV and Internet figures are calculated using
Nielsen’s National TV and Internet panels which are measured
electronically and reported on a regular basis. The Mobile
phone figures are collected by Nielsen via a quarterly
survey, and give a firsthand look at how early adopters
report their usage of mobile video.
Monthly Time Spent in Hours: Minutes
Per User 2+ 4Q08 - 3Q08 - 4Q07 % Diff Yr to Yr
Absolute Diff Yr to Yr (4Q08 to 4Q07) (4Q08 to 4Q07)
Watching TV in the home*
151:03
140:48
145:49
+ 3.6%
5:13
Watching Timeshifted TV*
7:11
6:27
5:24
+ 33.0%
1:47
Using the Internet**
27:04
27:18
26:08
+ 3.55%
0:56
Watching Video on Internet**
2:53
2:31
n/a
n/a
n/a
Mobile Subscribers Watching Video on a Mobile Phone ^
3:42
3:37
n/a
n/a
n/a
Monthly Time Spent in Hours:Minutes
4Q 2008
K2-11
T12-17
A18-24
A25-34
A35-44
A45-54
A55-64
A65+
On Traditional TV*
106:37
103:48
118:28
142:29
147:21
173:00
190:40
207:29
Watching Timeshifted TV*
5:11
4:24
5:01
10:50
9:44
8:31
7:54
3:58
Using the Internet**
5:19
11:27
13:00
28:15
38:40
37:06
33:39
26:29
Watching Video on Internet**
1:49
2:49
5:03
4:14
3:20
2:34
1:34
1:08
Mobile Subscribers Watching Video on a Mobile Phone^
n/a^^
6:38^^
2:53
3:42
3:37
2:53
2:10
n/a°°
FOOTNOTES FOR CHARTS ABOVE
- TV in the Home includes those viewing at least one minute
within the measurement period. This includes Live viewing
plus any playback within 7 day; Timeshifted TV is playback
primarily on a DVR but including playback on services like
Start Over as well as playback from a DVD recorder.
Measurement period is based on a 3 month quarter.
- TV in the Home includes Live viewing plus any playback
viewing within 7 days. Timeshifted TV is playback primarily
on a DVR but including playback services like Start Over as
well as playback from a DVD recorder. Measurement period is
based on a 3 month quarter.
- Internet figures are from home and work. Hours:minutes for
Internet and video use are based on the universe of persons
who used the Internet/watched online video. All Internet
figures are monthly averages over the course of the quarter.
Online Video duration metrics are not comparable to previous
measurement periods as a result of methodology change.
- The average monthly unique users of mobile phones and
mobile video in 4Q 2008 and 3Q 2008, based on Nielsen Mobile
surveys and CTIA projection of U.S. wireless subscriptions.
Video user projection, time spent and composition data based
on survey analysis of past 30 day use during the period. The
mobile video audience figures in this report for 4Q 2008 and
3Q 2008 now include mobile phone users who access mobile
video through any means (including mobile Web), and are no
longer limited to subscription-based mobile video.
- Projection of all subscribers is based on persons 2+.
Projection of mobile video viewers, and all other mobile
video estimates, based on subscribers 13+. 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.
The Nielsen Company is a global information and media
company with leading market positions in marketing and
consumer information, television and other media
measurement, online intelligence, mobile measurement, trade
shows and business publications (Billboard, The Hollywood
Reporter, Adweek). The privately held company is active in
more than 100 countries, with headquarters in New York, USA.
For more information, please visit, www.nielsen.com.
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