Nielsen: Over 80% watch online video at home
February 18, 2013
Innovations in technology, a multitude of connected devices, and evolutions in the media distribution landscape have provided more ways than ever to consume media across different screens, whether at home, at work, or on-the-go.
To understand how consumers around the world are responding to this fragmented media environment, Nielsen surveyed online consumers across the globe on their multi-screen media usage, device ownership and purchase intentions, Internet access points, and how they see mobile technology’s role in the future.
Nielsen’s Global Survey of Multi-Screen Media Usage of more than 28,000 Internet respondents in 56 countries indicates that watching video content on computers has become just as popular as watching video content on television among online consumers, with over 80 per cent reporting watching video content at home on a computer (84 per cent) or on TV (83 per cent) at least once a month. By contrast, in 2010, more online consumers reported watching video content on TV (90 per cent) than on a computer (86 per cent) in a month-long period.
While the in-home TV and computer are still the most popular devices to watch video content, usage and growth in online and mobile technologies is making a sustained impact. Three-quarters (74 per cent) of global respondents report watching video via the Internet (on any device), up four points since 2010, and over half of global online consumers (56 per cent) say they watch video on a mobile phone at least once a month and 28 per cent at least once a day.
Online video consumption is likely to continue its rise, as consumers are increasingly connecting to the Internet at high speeds. More than half (57 per cent) of online respondents around the world indicate they own a computer with high-speed online access—an increase of four points since 2010, and an additional 16 per cent say they plan to purchase one within the next year.
While tablets are an emerging category with lower levels of penetration than smartphones, global consumers are exhibiting increased interest around these devices. According to the survey findings, 12 per cent of online respondents worldwide own a tablet today—up over 70 per cent from the seven per cent who reported ownership in 2010.