Users Spending More Time Watching Online Video, Less Time With Mobile Video
According to a recent “Three Screen Report” released by Nielsen, the television remains far-and-away the biggest draw of any video format, while online video and DVR continues to grow in popularity.
The report shows that Americans are watching about 129:16 (hours:minutes) of video per month during the third quarter of 2009, which is down 0.4 percent from 129:45 in the same quarter last year.
U.S. viewers are watching about 7:12 of timeshifted TV, up 21.1 percent from the same quarter last year. Meanwhile, the average user used the Internet for 27:32 each month, up 0.9 percent from the same quarter in 2008.
People in the U.S. watched an average of 3:24 of online video each month during the third quarter, up 34.9 percent from 2:31 in the same quarter a year ago.
Social networks are becoming a more popular spot for online video viewing, with time spent increasing 98 percent in October compared to the same month last year.
Mobile subscribers watched 3:15 of video on their mobile devices, down 10 percent from 3:37 during the same period last year.
Adults ages 65+ watched the most traditional TV (179:03) per month during the third quarter, while adults ages 25-34 watched the most timeshifted TV (10:01).
Adults 35-44 used the Internet the most (36:07) per month in the third quarter, while the same age group also watched the most online videos (4:57).
Teens ages 13-17 watched the most mobile video (0:13).
Approximately 15.7 million Americans are watching mobile videos, according to Nielsen, which is 53 percent more than last year. The company expects this trend to continue as smartphone penetration increases and more mobile video options become available.
Nielsen notes that about 99 percent of all video content consumed in the U.S. is viewed on traditional TV.
The average American spent 31:19 watching traditional TV, 0:31 watching timeshifted TV, 4:06 online, 0:22 watching online videos and 0:03 watching mobile videos.
Sources:</strong
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/12/3ScreenQ309_USrpt_12.07final.pdf
