Video viewing on television, computer screens and mobile handsets is steadily rising, with the average American watching 151 hours of TV monthly and an additional six hours of Web and mobile video, according to Nielsen’s fourth quarter “A2/M2 Three Screen Report.”
Americans watched twice as much time-shifted video—more than seven hours—monthly than they watched Internet video.
Most of that Web video consumption occurs during traditional working hours (9 a.m.- 5 p.m.) with 65% of online videophiles tuning in on their computer screens then. More than half (51%) of regular Web video viewers tune in on the weekends.
Viewing of traditional TV viewing increases with age—except among teenage viewers. Adults age 25 to 34 are the biggest consumers of Web video, watching nearly 30 minutes per month on average. Adults age 35 to 44 watch an average.
“Viewers appear to be choosing the best screen available for their video consumption, weighing a variety of factors, including convenience, quality and access,” said Susan Whiting, Nielsen Co. vice chair, in a statement.
Nielsen reports that mobile viewing is up nearly 10% since the last quarter, with 11 million Americans now watching video on their cell phones. Teens and tweens, age 12 to 17, are the biggest consumers of mobile video, watching an average of more than 6.5 hours per month. Adults age 25-34 watched more than 3.5 hours of video via mobile handsets monthly on average.
Men continue to watch more mobile video than women, who remain the biggest consumers of video on TV and online.
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