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Digital Media Consumption Making Big Gains


More people multi-tasking

Americans are increasing their overall media consumption and multi-tasking is playing a bigger role, according Nielsen's new Three Screen Report.

In the 2nd quarter of 2009 the number of people watching mobile video increased 70 percent from last year and people who watch video online increased their viewing 46 percent during the same time period. In addition, the average American TV consumption remains at an all-time (141 hours per month) compared to the same time last year.


"Although we have seen the computer and mobile phone screens taking on a significant role, their emergence has not been at the cost of TV viewership," said Jim O'Hara, President, Media Product Leadership, The Nielsen Company.

"The entire media universe is expanding so consumers are choosing to add elements to their media experience, rather than to replace them. Nielsen data also shows Americans are using DVRs more than ever, watching one hour more of timeshifted TV each month than a year ago. Currently, 30% of homes in the U.S. have DVR devices."

More than half (57%) of consumers with Internet access at home watch TV and go online at the same time at least once a month. On average they spend 2 hours, 39 minutes each month simultaneously using the Internet while also watching TV. Their online time at home is in front of the television almost a third of the time.


Other key facts from the report include:

  • As Americans continue to watch more TV each year there are also more TVs in each home than people - in 2009 the average U.S. home had only 2.5 people vs 2.86 television sets. 54% 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. Certain age groups also view online video more than others do - Adults 18-24 watch more than 5 hrs each month vs. Adults 65+ watching just over 1 hr of online video.

  • Short form video (such as YouTube clips) still makes up the lion's share of online video viewing - 83% 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. The number of kids online has increased 18% compared to 10% growth for the total active Internet universe (P2+).

  • 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% versus last year - the largest annual growth to date.





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