Nielsen Study Shows TV, Internet, and Mobile Usage in U.S. Continues to Increase
February 27, 2009
By Jennifer Hull
A Nielsen study has concluded that viewing videos on television, Internet, and mobile devices (the "Three Screens") continues to increase and has reached new heights. In its "A2/M2 Three Screen Report," Nielsen reported that the average American watches more than 151 hours of TV per month, an all-time high. Meanwhile, Americans who watch video over the Internet consume another three hours of online video per month and those who use mobile video watch nearly four hours per month on mobile phones and other devices.
Nielsen also reported that digital video recorded (DVR) and other time-shifted television is watched at double the pace as video online at seven hours, 11 minutes per month. Yet in a potential indicator of how audiences could time-shift in the future, young adults (age 18-24) watch video on the Internet and on a DVR at the same rate -- about five hours per month.
Americans 'TV, Internet, and Mobile Video Consumption Hits Record Numbers
"The American fascination with television and other video content is not easing up, as consumers keep turning to TV, Internet, and mobile at record levels," said Susan Whiting, vice chair of The Nielsen Company. "Viewers appear to be choosing the best screen available for their video consumption, weighing a variety of factors, including convenience, quality, and access. It is clear that TV remains the main vehicle for viewing video, although online and mobile platforms are an increasingly important complement to live home-based television."
Nielsen Company A2/M2 Three Screen Report Findings
Other notable 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 prime time for Internet video; weekdays outpace weekends for online video viewing with 65 percent of online video viewers streaming content between 9 a.m. and 5 p.m. Monday through Friday, versus 51 percent of online video viewers logging on between 6 a.m. and 8 p.m. on weekends.