12.08.2009 01:00 PM
TV Still Rules Among Three Screens
NEW YORK: People
watch TV shows on TV more than any of the other screens measured by Nielsen in
its quarterly Three Screen Report. The audience measurement company said folks
watched TV at home an average of 129 hours and 16 minutes monthly. The total
was 29 minutes less than a year ago, a decline attributed to last year’s
Olympics in Beijing. TV viewing on TV still dominated time-shifted, Web and
mobile watching. DVR viewing averaged 7 hours, 12 minutes--up one 1:14. Web
watching averaged 3:24--up 53 minutes. Mobile viewing averaged 3:15
minutes--down 22 minutes.
Nielsen concluded that people are adding platforms and extending viewing time
rather than dividing the same amount of attention to more screens. Weekly
consumption was also measured for the first time in this iteration of Nielsen’s
report. In 3Q09, the average American watched 31 hours of TV per week, with 31
minutes time-shifted. Americans on average spent four hours on the Internet, 22
minutes watching online video and three minutes watching mobile video each
There were some demographic differences. Teen-agers watched the most mobile
video at seven hours a month. People 45-to-54 weren’t entirely unengaged,
watching mobile video an average of three hours per month.
Nielsen identified trends in the quarter, including a surge in time-shifting
during the first few weeks of September. Social networks are becoming a major
force behind online viewing as well. Time spent viewing video on a social
networking site increased 98 percent over last year, with much of the increase
coming from older demos. Video viewing on social networking sites was up 37
percent among people 35 to 49; and up 47 percent among folks 65 and older.
More people overall are watching cell-phone video. For 3Q09, Nielsen counted
15.7 million tiny-screen viewers, up 53 percent from last year. The trend is
expected to continue as more people adopt smart phones. Around 237.4 million
people used cell phones in 3Q09. By comparison, nearly 283 million people
watched TV at home during the quarter.
(Image from the Learning About Multimedia