09.02.2009 02:00 PM
Mobile Video Use Up 70 Percent
NEW YORK: Americans are watching more video in more
places and doing more stuff simultaneously, according to Nielsen’s latest Three
Screen Report. The firm said that during the second quarter, the number of
people watching mobile video increase 70 percent over the same period a year
ago. Online viewing increased by 46 percent and average TV consumption remained
at a seasonal high of 141 hours per month.
“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 developed a type of single-source electronic measurement of TV and
Internet use within the same house. A sample of 1,000 homes with around 2,800
people aged two or more was used.
As of June 2009, the result indicated that 57 percent of consumers with home
Internet access also watched TV simultaneously at least once a month. On
average, they spent 2 hours and 39 minutes each month simultaneously surfing
and watching TV.
As people watch more TV, there are also more TVs to watch. In 2009, the average
U.S. home had only 2.5 people versus 2.86 television sets; 54 percent of
Americans have three or more TV sets in the home.
Nielsen said online usage was relatively flat since last year, though more
people watched video online than ever before. Short-form videos still comprised
the biggest chunk of online viewing--83 percent in May of ’09.
TV network content comprised the majority of mobile video viewing. Mobile video
viewing continues its upward trend, with more than 15 million Americans
reporting watching mobile video in Q209, an increase of 70 percent versus last
year--the largest annual growth to date.
More from TVB on three-screen viewing:
May 20, 2009: “TV Rules Among Three
Television remains the screen of choice among Americans, Nielsen said.
During the first quarter, the 285 million Americans who watched TV did so for
an average of 153 hours a month, up 1.2 percent from last year.