State Of Media Consumer Usage Report (Nielsen 2011)
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The document provides an overview of consumer media usage in 2011 based on a report by Nielsen. It finds that most American households own multiple devices for accessing media including televisions, DVD players, gaming consoles, and computers. Mobile phone ownership exceeds 90% of the population ages 13 and up. Time spent with traditional TV remains high but is supplemented by growing online and mobile viewing. Younger demographics are more likely to access media online and via smartphones.
State Of Media Consumer Usage Report (Nielsen 2011)
- 1. STATE OF THE MEDIA: CONSUMER USAGE REPORT 2011
- 2. The U.S. Media Universe DEVICE OWNERSHIP1 MOBILE & ONLINE CONSUMERS (millions of people who own) (millions of users) At least one TV 290 Mobile phone (ages 13+)2 DVD player Online3 253 232 Home/work PCs and laptops3 211 Video game console 192 Digital cable 162 Mobile web DVR 145 (ages 13+)4 129 Satellite 116 faster than penetration.6 Time spent is increasing 95 HOUSEHOLDS WITH TVS HOUSEHOLDS W/ BROADBAND (millions of households) 1 (millions of households)5 At least 1 TV 114.7million Total 85.9 million 1 17.7 2 32.7 With paid TV access 3 28.3 and broadband 80.9 4+ 35.9 With broadcast TV only and 4.9 broadband
- 3. HOW PEOPLE WATCH TV/VIDEO6 SMARTPHONE PENETRATION8 (millions of viewers, ages 2 and up) (by ethnicity) Traditional TV° 288 Asian 60% Hispanic 50 % African-American 48% White 39% On the Internet°°* Android is the preferred OS except among Asians, who typically opt for iPhones.3 143 Timeshifted TV° ONLINE VISITS AND VIEWS Viewers using time- (per person per month)3 111 shifted TV grew 11% since Q2 2010. 94 Domains Mobile phone** 2,905 Pages 30 830 Facebook pages MODES OF ACCESSING SOCIAL MEDIA7 Nearly 4 in 5 active Internet users visit social networks and blogs.9 97% SMARTPHONE OS MARKET SHARE8 Windows 3% Mobile Other Computer 18% iPad 28 % RIM 7% % Black- 4 iPhone Berry 37 % 3% Mobile phone 43% Smart- 43% phones Android Gaming 57% console Feature phones
- 4. The American Video Viewer AVERAGE WEEKLY MEDIA TIME10 46:16 Traditional TV^ (hours:minutes, by age and platform) 41:04 32:47 32:58 28:08 24:52 24:17 22:24 ALL AGES AGES (2+) 2-11 12–17 18–24 25–34 35–49 50–65 65+ 6:03 5:50 4:58 3:58 4:02 Internet on a computer°°^^^ 2:38 0:30 1:25 2:57 3:07 2:21 2:42 Timeshifted TV^ 1:50 1:42 1:29 1:30 0:27 0:07 0:21 0:45 0:50 0:35 0:23 0:12 Video on the Internet°°* 0:07 NA 0:20^^ 0:17 0:12 0:05 0:01 <0:01 Video on a mobile device**^^
- 5. MOBILE VIDEO11 STREAMING SERVICES12 Top channels by unique viewers % of Netflix and Hulu viewers who watch using a(n)... Just 1.2 million people used a standalone streaming device, such as Apple TV or Boxee, but these devices account for nearly # 1 YouTube 1/5 of their TV screen time.13 Hulu Users # 2 FOX Computer directly 89% Netflix Users # 3 ABC 42% # 4 Comedy Central Computer connected to a TV 20% # 5 CBS 14% Video game console 8% 50% Internet enabled TV 2% 6% MOBILE VIDEO APP ATTRIBUTES14 % of consumers who deem the following attributes as… Very Somewhat Total important important Free/Low subscription rates 63% 23% 86% Wide selection 47% 33% 80% User-friendly 43% 38% 81% New content 42% 38% 80% No/few ads 39% 34% 73% TOP FIVE ONLINE VIDEO DESTINATIONS BY… 15 UNIQUE VIEWERS TIME SPENT PER MONTH (in millions) (hours:minutes per person) #1 YouTube Netflix #1 126.5 10:01 #2 VEVO YouTube #2 #3 Yahoo! Tudou.com #3 #4 Facebook Hulu #4 #5 MSN/ #5 Windows Megavideo 39.5 35.0 2:52 31.2 2:34 2:26 2:20 24.8 Although unique viewers who are women watch more video on social networks and blogs, men spend 9% more time watching.16
- 6. The Seeking, Searching U.S. Consumer TOP APP CATEGORIES17 Percent of tablet and smartphone users who downloaded an app in the past 30 days. PERCENTAGE WHO DOWNLOAD, BY CATEGORY… 27% 33% 27% 16% 21% 18% 23% 20% 2% 2% …AND COST 8% 6% Free & paid apps 68% 45% 45% 45% Games Maps/Navigation Music Social Free apps only Networking Paid apps only 51% of consumers 16% 14% 14% 14% 14% 14% 14% 14% say that they are okay 3% 3% 3% 2% with advertising on 33% 31% 31% 30% their devices if it means News Entertainment Sports Banking/Finance they can access content for free.3 10%10% 11% 10% 9% 11% 7% 7% 5%7% 3% 2% 2% 2% 2% 23% 23% 22% 16% 14% Books Restaurants/ Coupons/ Recommendations/ Magazines Dining Discounts Reviews MONTHLY BREAKDOWN OF TIME SPENT 18 (on Android devices, September 2011 average) Dialer 6% All other Apps 53% Texting 14% Facebook and Twitter are more popular Social Networking apps among women, while Google+ has 5% a larger reach among men. Retail apps such as Barcode Scanner Email/IM 5% (14% of Android users) and eBay Mobile (13%) are growing in reach. Browser Maps/Location On average, app downloaders have 33 10% 4% apps on their phones. 33 Music/Video 2% Camera 1%
- 7. SIMULTANEOUS USAGE17 TOP SOURCES OF INFORMATION19 Percent of consumers who did the following on Preferred sources for product and service their tablet while watching TV... information Programming Consumer Ratings 63% Commercials Consumer Reviews 62% Total 50% Company’s Website Female Checked Male Call Center 47% email site Email 45% Video Clip 34% Surfed web Live Chat 30% for unrelated Company’s Facebook 15% information Mobile App 9% Online Ad 8% Visited a social net- Company’s Twitter 7% working site MONTHLY DATA USAGE8 (by age, in MB) Looked up info… …related to the 578 Q3 2011 TV program I 534 Q3 2010 was watching …on a product for 412 an ad I saw on TV 321 264 …on coupons or 216 232 177 deals related to 90 122 133 70 an ad I saw on TV 59 30 0 10 20 30 40 50 60 70 13–17 18–24 25–34 35–44 45–54 55–64 65+ TOP RETAIL AND CONSUMER ELECTRONICS WEBSITES3 (by audience size in millions) 100 min./person TIME SPENT (log scale) TOP 5 WEBSITES Computer & consumer electronics Apple Mass merchandiser 68.7 50 Microsoft 33% of Americans online 93.8 visited Amazon in September.5 Amazon 72.0 20 Walmart Target Stores 26.0 34.5 Young women and those with middle 10 incomes ($25k–75k) are more likely 10.0 19.5 Adobe to visit Computer and Consumer Overstock.com CNET 28.0 Electronics websites. Young men and 5 23.5 those with higher incomes ($100k+) ShopAtHome.com are more likely to visit Consumer Mozilla Electronics news sites.5 25.7 2 5% 10% 20% 50% ACTIVE REACH (log scale)
- 8. The Globally Connected Consumer Nielsen's survey of more than 25,000 online respondents from 56 countries around the world reveals consumer's multi-screen purchase behavior/intentions. DEVICE PENETRATION20 Percentage of online respondents a… Smart- Tablet who… phone 6% Already own 11% Will purchase HD HD TV 3D TV TV with Internet Worldwide Already own Will purchase HD HD TV 35% 23% 3D TV 6% 23% TV w/Internet 17% 23% Smartphone 36% 21% Tablet 12% 19% Latin America 23% 26% 22% 5% 19% 30% 25% 5% 30% 31%
- 9. DEVICE PENETRATION19,20 Percentage of online respondents a… Smart- Tablet who… phone 6% Already own 11% Will purchase HD HD TV 3D TV TV with Internet Asia Pacific 26% Europe 13% 27% 44% 18% 10% 30% 6% 18% 31% 14% 31% 7% 12% 4% 37% 28% 15% 12% 31% Middle East, Africa, Pakistan 28% 20% 31% 13% 11% 19% 27% 8% 29% 27%
- 10. Sources & Notes SOURCES NOTES 1. Nielsen. National People Meter, Universe Estimates ° Includes those viewing at least one minute (reach) (November 2011) within the measurement period. This includes Live 2. Nielsen. Mobile Media Marketplace (Q3 2011) viewing plus any playback within the measurement period. 3. Nielsen. NetView (September 2011) 4. Nielsen. Mobile Netview (September 2011) °° Internet figures are from home and work. Hours:minutes for Internet and video use are based 5. Nielsen. Based on Universe Estimates for the 15th of on the universe of persons who used the each month, Home & Work (Q2 2011) Internet/watched online video via their computers. 6. Nielsen. (Q2 2011) All Internet figures are weekly or monthly averages 7. NM Incite. State of Social Media Survey (April 2011) over the course of the quarter. 8. Nielsen. U.S. Mobile Insights, National (Q3 2011) * Due to a change in the format of Netflix stream 9. Nielsen. (May 2011) URLs, streaming for the Netflix brand was not reported in the April and May VideoCensus reports. 10. Nielsen. Data uniquely based on the Total This was corrected with June-forward reporting. Population in the US—all 297 million Americans over age 2—whether or not they have the ** Video user projection, time spent and composition technology (Q2 2011) data based on survey analysis of past 30 day use during the period. The mobile video audience figures 11. Nielsen. U.S. Mobile Video Survey (Q3 2011) in this report include mobile phone users (aged 13+) 12. Nielsen. Netflix/Hulu survey (March 2011) who access mobile video through any means 13. Nielsen. Custom Survey (November 2011) (including mobile Web, subscription-based, 14. CTAM/Nielsen. “Roadmap to Video Apps downloads and applications). (What Makes Viewers APPy?).” (August 2011) ^ Includes Live usage plus any playback viewing within 15. Nielsen. VideoCensus (September 2011) the measurement period. Timeshifted TV is playback primarily on a DVR but includes playback from VOD, 16. Nielsen. VideoCensus, Home & Work (May 2011) DVD recorders, server based DVR’s and services like 17. Nielsen. Applications Playbook (Q3 2011) Start Over. 18. Nielsen. Smartphone Analytics, Device Metering ^^ Nielsen’s mobile survey reports mobile video usage Data (September 2011) for those users 13 and older. This 12-17 is T13-17 19. NM Incite (October 2011) for all mobile data. 20. Nielsen, Global Omnibus Survey, (O3 2011) ^^^ Due to a change in the type of call used behind Facebook’s AJAX interface, Nielsen NetView data for Facebook page views and duration were underreported for June and July. This was corrected with August-forward reporting.
- 11. ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. For more insights, check out our blog, NielsenWire.com, or follow us on Twitter @NielsenWire. Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 12/4318