Traditional TV Viewing Increases, Along with Timeshifting TV, Online Video, and Mobile Video
So says Nielsen, based on findings which compared video and TV usage across the ‘three screens’ – television, internet and mobile devices.
As of May 2008, the average American watched 127 hours, 15 minutes of TV per month a 4% increase from May, 2007, while also spending 9% more time on the Internet (26 hours, 26 minutes per month.)
A small but growing number of Internet and mobile phone users are watching video online (2 hrs, 19 min per month) and on their cell phones (3 hrs, 15 min per month.) And the short-term effect of DVRs has been minimal; although ‘timeshifted’ TV viewing has increased, the average user spends 5 hours 50 minutes on timeshifted TV per month, up from 3 hours 44 minutes from last year, representing less than 5% of total viewing.
One of the most interesting findings was that “while the number of mobile video users is relatively small at about 4 million, the video usage these early adopters report is impressive, perhaps due to 'always available' mobile devices. It is an early indicator of how this technology is becoming more commonplace among mobile users.”
Time Spent in Hours: Minutes per Month - May 2008
|On Traditional TV*||87:00||89:09||103:27||118:59||124:01||145:03||159:59||177:50|
|Watching Timeshifted TV*||4:16||3:36||3:55||9:28||8:13||6:46||5:49||2:57|
|Using the Internet**||4:58||12:01||12:18||29:00||38:47||33:52||34:44||26:01|
|Watching Video Online**||1:30||1:45||3:41||3:22||2:48||2:03||1:33||1:12|
|Mobile Video Subscribers Watching Video on a Mobile Phone^||n/a^^||05:25^^||3:02||3:36||2:53||2:53||2:10||n/a°|
For a copy of Nielsen’s Three Screen Report, visit http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf.
Source: The Nielsen Company
* TV includes live viewing plus any playback viewing; Timeshifted TV is playback primarily on a DVR but
including playback on services like Start Over as well as playback from a DVD recorder.
** Internet figures are from home and work. Hours:minutes are based on the universe of persons who
watch online video.
^ Survey results reported in April 2008, this is a Q1 2008 estimate of only those mobile subscribers that
subscribe to and use video on their mobile phone, over the past 30 days.
^^ Nielsen Mobile’s survey reports mobile video usage for those users 13 and older. Thus, 12-17 is
T13-17 for all mobile data.
° A65+ base size too small to report mobile video hours:minutes
Originally posted July 2008