Viewing of video on television, Internet, and mobile devices – the Three
Screens – continues to increase, reveals researcher Nielsen. In its
report released today (Feb. 23), Nielsen says the average American
watches more than 151 hours of TV per month. Internet video and mobile
video are the new attractions.
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.
In its
fourth quarter "A2/M2 Three Screen Report," Nielsen says 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.
Other
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. The Mobile phone
figures are collected by Nielsen via a quarterly survey.
