SBD/Issue 52/Sports Media

TV Usage At All-Time High, With Web, Mobile Video Usage Growing

TV, Internet and mobile phone consumption continue to increase, according to Nielsen's "A2/M2 Three Screen Report." As of the third quarter (3Q) of '08, the average person in the U.S. watched approximately 142 hours of TV per month, while people who used the Internet were online 27 hours a month and people who used a mobile phone spent three hours a month watching mobile video. The average time a U.S. home watched TV during the '07-08 TV season was up to eight hours and 18 minutes (8:18), a record high. In addition, men are also more likely than women to watch video on mobile phones, while women are more likely than men to watch video on the Internet (Nielsen).

MONTHLY TIME SPENT PER USER (HH:MM)
 
3Q '08
2Q '08
3Q '07
3Q '08 vs. 3Q '07
% +/-
3Q '08 vs. 3Q '07 Time Difference
Watching TV in the home*
142:29
140:39
136:54
4.1%
+5:35
Watching time-shifted TV*
6:32
6:10
4:17
52.5%
+2:05
Using the Internet**
27:18
26:32
25:49
5.7%
+1:29
Watching video on the Internet**
2:31
2:12
n/a
n/a
n/a
Mobile subscribers watching video on a mobile phone***
3:37
3:15
n/a
n/a
n/a

METHODOLOGY: TV and Internet figures are calculated using Nielsen's national TV and Internet panels which are measured electronically and reported on a regular basis. The mobile phone figures are collected by Nielsen via a quarterly survey, and give a firsthand look at how early adopters report their usage of mobile video.

NOTES: * = TV in the home includes live viewing plus any playback viewing within seven days. Time-shifted TV is playback primarily on a DVR but including playback services like Start Over as well as playback from a DVD recorder. ** = Internet figures are from home and work. Hours:minutes for Internet and video use are based on the universe of persons who used the Internet/watched online video. All Internet figures are monthly averages over the course of the quarter. Online video duration metrics are not comparable to previous measurement periods as a result of methodology change. *** = The average monthly unique users of mobile phones and mobile video in 3Q '08 and 2Q '08, based on Nielsen Mobile surveys and CTIA projection of U.S. wireless subscriptions. Video user projection, time spent and composition data based on survey analysis of past 30-day use during the period. The mobile video audience figures in this report for 3Q '08 and 2Q '08 now include mobile phone users who access mobile video through any means (including mobile Web), and are no longer limited to subscription-based mobile video. Projection of all subscribers is based on persons 2+. Projection of mobile video viewers, and all other mobile video estimates, based on subscribers 13+.

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