The Nielsen Company reported that viewing of video on television, Internet and mobile devices - the Three Screens - continues to increase and has reached new heights. In a report it conducted in the 4th quarter, Nielsen found 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 3 hours of online video per month and those who use mobile video watch nearly 4 hours per month on mobile phones and other devices.
Nielsen also reported that digital video recorded and other timeshifted television is watched at double the pace as video online at 7 hours, 11 minutes per month. Yet in a potential indicator of how audiences could timeshift in the future, young adults (age 18-24) watch video on the Internet and on a DVR at the same rate -- about 5 hours per month.
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 primetime for Internet video. Weekdays outpace weekends for online video viewing with 65% of online video viewers streaming content between 9am - 5pm Monday through Friday, versus 51% of online video viewers logging on between 6am - 8pm on weekends.
- Nielsen 4Q08 data shows that mobile video has grown, up to 11 million Americans, an increase of 9% versus the previous quarter. Much of this growth can be attributed to increased mobile content and the rise of the mobile web as a viewing option. In addition, the average monthly time spent viewing mobile video among reported mobile video users increased 2%, from 3:37 to 3:42 between 3Q 2008 and 4Q 2008.
You can download and read the entire study: CLICK HERE
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Source: Nielsen
