Nielsen: Video consumption continues to increase

Americans are increasing their overall media consumption, and media multi-tasking is part of the equation, according to data from The Nielsen Company's most recent Three Screen Report.

During 2nd Quarter 2009, the number of people watching mobile video increased 70 per cent from last year and people who watch video online increased their viewing by 46 per cent compared to a year ago. In addition, the average American TV consumption remains at an all-time high (141 hours per month) compared to the same time frame last year.

Other Key Facts from the study include:

– As Americans continue to watch more TV each year there are also more TVs in each home than people – in 2009 the average US home had only 2.5 people vs 2.86 television sets. 54 per cent of Americans have three or more TV sets in the home. (link to universe estimates)

– Online usage is relatively flat since last year, though more people are viewing video online than ever before.

– Short form video (such as YouTube clips) still makes up the lion's share of online video viewing – 83 per cent in May 09 – while name-brand TV network content comprises the majority of mobile video viewing.

– Younger demographics aren't using the Internet as much as older demographics, yet the growth rate of kids 2-11 online clearly outpaces the overall Internet penetration.

– Mobile video viewing continues its upward trend, with over 15 million Americans reporting watching mobile video in Q2 2009. This is an increase of 70 per cent versus last year – the largest annual growth to date.

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