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Television, Internet and Mobile Usage in The

Television, Internet and Mobile Usage in The

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Television,Internet andMobile Usagein the U.S.
A2/M2 Three Screen Report
VOLUME 5
2nd Quarter 2009
 
Copyright © 2009 The Nielsen Company. All rights reserved. Produced in the U.S.A.Nielsen and the Nielsen logo are trademarks or registered trademarks o CZT/ACN Trademarks, L.L.C.
A2/M2 Three Screen Report
 VOLUME 5 
 2nd Quarter 2009
How to Read Table 2:
 As of 2Q09 the 290 million people in the U.S. with TVs spend on average 141 hours: 3 minutes each month tuninginto television. June 2009data (used in this report in place of 2Q09) shows that134 million people watchingvideo on the Internet spenton average 3 hours:11minutes during the monthdoing so. As of 2Q09 the 15million people subscribing tomobile video in the U.S. spend on average 3 hrs:15 minuteseach month watching videoon a mobile phone.
Nielsen reports in this issue o the A2/M2 Three Screen Report – a regular analysis rom Nielsen’s Anywhere Anytime MediaMeasurement initiative (A2/M2) – that American video consumption across the three screens o television, Internet and mobilecontinues to rise. During 2nd Quarter 2009, online and mobile video consumption were up considerably, year over year, in termso time spent and size o audience. The mobile video audience increased 70% rom a year prior and time spent watching onlinevideo increased 46% in the same period (see Tables 1 and 2). While online and mobile are taking on an increasing role in theAmerican media experience, traditional TV consumption continues to grow and remains at a seasonal all-time high (141 hours amonth in the second quarter).American consumers appear to be addingvideo consumption platorms, not replacingthem, and media multi-tasking is part o the equation. Today, more than hal o Americans (57%) who have Internet accessat home use television and the Internetsimultaneously at least once a month.Though this two-screen, simultaneoususage amounts to just 3% o their TVviewing, it already represents more thana quarter o their at-home internet usage(28%). This simultaneous activity is onereason we see continued growth o bothInternet and TV consumption.
Overall Usage Number of Users 2+ (in 000’s) – Monthly Reach
2Q091Q092Q08% Diff Yr to YrWatching TV in the home°
284,396284,574281,7460.9%
Watching Timeshifted TV°
82,29779,53362,24032.2%
Using the Internet**
191,035163,110159,98619.4%
Watching Video on Internet**
133,962131,102119,16412.4%
Using a Mobile Phone^
233,722230,436221,6510.5%
Mobile Subscribers WatchingVideo on a Mobile Phone^
15,26713,4199,00470.0%
Source: The Nielsen Company
Table 1
Viewership on the Rise as More VideoContent Spans All Three Screens
57% o Internet Consumers Use TV and Internet Simultaneously at Home
Table 2Monthly Time Spent in Hours:Minutes Per User 2+
2Q091Q092Q08% Diff Yr to Yr(2Q09 to 2Q08)Absolute Diff Yr to Yr(2Q09 to 2Q08)Watching TV in the home*
141:03153:27139:001.5%2:02
Watching Timeshifted TV*
7:168:136:0519.5%1:11
Using the Internet**
26:1529:1526:29-0.9%0:14
Watching Video on Internet**
3:113:002:1245.5%0:59
Mobile Subscribers WatchingVideo on a Mobile Phone^
3:153:373:37-10.0%0:22
Source: The Nielsen CompanyEditor’s Note: TV viewing patterns in the U.S. tend to be seasonal, with TV usage higher in the winter months and lower in the summer monthsleading to a decline in quarter to quarter usage, yet increasing rom 2Q08 to 2Q09.
 
Copyright © 2009 The Nielsen Company. All rights reserved. Produced in the U.S.A.Nielsen and the Nielsen logo are trademarks or registered trademarks o CZT/ACN Trademarks, L.L.C.
A2/M2 Three Screen Report
 VOLUME 5 
 2nd Quarter 2009
Monthly Time Spent in Hours:Minutes 2Q 2009
K2-11T12-17A18-24A25-34A35-44A45-54A55-64A65+On Traditional TV*
101:51101:09108:49131:11136:38156:59178:34197:44
Watching Timeshifted TV*
5:264:545:3310:229:598:198:053:56
Using the Internet**
4:4410:2226:0934:0033:0530:3526:5521:57
Watching Video on Internet**
1:482:415:114:423:273:001:561:13
Mobile Subscribers WatchingVideo on a Mobile Phone^
n/a^^6:30^^3:152:102:532:102:10n/a°°
Source: The Nielsen Company
Table 3Video Audience Composition – Age 2Q 2009
K2-11T12-17A18-24A25-34A35-44A45-54A55-64A65+On TV*
10%6%8%12%14%17%15%18%
On the Internet**
6%8%9%15%19%21%13%9%
On Mobile Phones^
n/a^^19%^^12%32%20%11%5%1%
Source: The Nielsen Company
Table 4Video Audience Composition – Gender 1Q 2009
F2+M2+
On TV*
54%46%
On the Internet**
54%46%
On Mobile Phones^^
41%59%
Source: The Nielsen Company
Table 5

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