U.S. viewers watch more TV, mobile TV than Germans, Swedes or Chinese city dwellers
January 20, 2009
Cisco announced the first phase of results from its new Visual Networking Index Pulse Survey assessing worldwide consumer video behaviors and attitudes. The Cisco-sponsored study was conducted by the Center for the Digital Future at the University of Southern California Annenberg School for Communication. Highlighting consumer video consumption and attitudes in the United States, urban China, Germany and Sweden, the survey looked at access to media technology, viewing devices, time spent watching video on different devices and the reasons for watching.
The study found:
- U.S. consumers watch the most television, 3.8 hours per day. Germans watched 2.9 hours; Swedes 2.1 hours; and urban Chinese watched 1.8 hours.
- Urban China has the largest percent of viewers who watch online video on PCs — 97 percent with the United States following at 81 percent.
- The United States has the largest percentage of users watching video on mobile phones with 23 percent.
- U.S. respondents who watch video on mobile phones watch for about half an hour daily.
- Eighty-five percent of the German respondents want to watch Internet video on TV sets, compared with 55 percent of Swedes, 54 percent of Americans and 35 percent of urban Chinese.
- U.S. respondents watch 2.5 times as much professionally produced video content as they do user-generated video content on PCs and laptops. German respondents watch twice as much.
- American respondents who watch video on PCs or laptops spend 1.5 hours a day doing so, well ahead of the Swedes who spend 0.7 hours a day, equal to the Germans at 1.5 hours a day and slightly below the Chinese at 1.9 hours per day.
Cisco is sponsoring research in additional countries to be released later this year. The company also offers a free Cisco Visual Networking Index PC Pulse Application that shows users how much network bandwidth they use, the types of applications they use, the amount and types of traffic that flow to and from the computer, and provides aggregated network usage for all global users of the application.
To see the Cisco Visual Networking Index Forecast, visit www.cisco.com/go/vni. For the Cisco Visual Networking Index 2008 Year in Review Video Highlights, visit
www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-512048.html. To get the Visual Networking Index application, visit