Nielsen’s latest Three Screen Report reveals that while 99 per cent of video content in the US is viewed on traditional TV, DVR usage is up by 21.1 per cent since Q3 2008, while online video usage is up by 34.9 per cent.
“Americans today have an insatiable appetite for not only content, but also choice,” said Nic Covey, the director of cross-platform insights at Nielsen. “Across all age groups, we see consumers adding the Internet and mobile devices to their media dietâ€”consuming media anytime and anywhere possible.”
In the third quarter of this year, the average American spent 31 hours watching television each week, with 31 minutes spent on DVR viewing. Plus, more than 4 hours per week is spent on the Internet, and 22 minutes is spent watching online video, Mobile video usage stands at 3 minutes per week. The 65-plus set spends the most time on traditional TV, with more than 43 hours.
The highest DVR usage, meanwhile, comes from the 25 to 34 demo (56 minutes), followed by the 35 to 44 group (52 minutes). The 18 to 24 and 25 to 34 age groups both spend an average of 35 minutes per week with online video, with the 35 to 44 set spending 33 minutes and the 45 to 54 set spending 30 minutes. The mobile video usage time is highest among teens 12 to 17: 13 minutes, well ahead of the 5 minutes spent with mobile video by the 18 to 24 and 25 to 34 groups.