[LINK] Television, Internet and Mobile Usage in the U.S. (Nielsen)

[Sylvano]

I particularly like the key fact that "During the
fourth quarter, growth of online video was driven
by events such as ... the SNL/Sarah Palin clips."

The table also highlights the expected skew to
18 to 24 year olds when it comes to online video.

Sylvano

-- 
Gnomon Publishing
http://www.gnomon.com.au/

======================================
A2/M2 Three Screen Report (Nielsen US)
4th Quarter 2008

refer
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/02/3_screens_4q08_final.pdf
 or
http://tinyurl.com/dmvfjo
======================================

Key Facts
• 31 percent of Internet activity occurs when
consumers are also watching television.

• At 7 hours, 11 minutes per month, timeshifted TV
is watched at double the pace as video online.
But young viewers (18-24) watch video on the Internet
and on a DVR at the same rate: about 5 hours per month.

• Men continue to watch video on mobile phones more
than women, and women continue to watch video on the
Internet and television more than men.

• During the fourth quarter, growth of online video was
driven by events such as election coverage and the
SNL/Sarah Palin clips.

• Weekdays outpaced weekends for online video viewing
in October with 65% of online video viewers streaming
content between 9am–5pm Monday through Friday,
versus 51% of online video viewers logging on between
6am–8pm on weekends.


Monthly Time Spent in Hours:Minutes 4Q 2008
-------------------------------------------


On Traditional TV*
 K2-11  T12-17   A18-24  A25-34  A35-44  A45-54   A55-64     A65+
106:37  103:48   118:28  142:29  147:21  173:00   190:40   207:29

Watching Timeshifted TV*
 K2-11  T12-17   A18-24  A25-34  A35-44  A45-54   A55-64     A65+
  5:11    4:24     5:01   10:50    9:44    8:31     7:54     3:58

Using the Internet**
 K2-11  T12-17   A18-24  A25-34  A35-44  A45-54   A55-64     A65+
  5:19   11:27    13:00   28:15   38:40   37:06    33:39    26:29

Watching Video on Internet**
 K2-11  T12-17   A18-24  A25-34  A35-44  A45-54   A55-64     A65+
  1:49    2:49     5:03    4:14    3:20    2:34     1:34     1:08

Mobile Subscribers Watching Video on a Mobile Phone^
 K2-11  T12-17   A18-24  A25-34  A35-44  A45-54   A55-64     A65+
   n/a^^  6:38^^   2:53    3:42    3:37    2:53     2:10      n/a °°

FOOTNOTES FOR CHARTS ABOVE:

* TV in the Home includes Live viewing plus any playback
viewing within 7 days. Timeshifted TV is playback primarily
on a DVR but including playback services like Start Over as
well as playback from a DVD recorder. Measurement period is
based on a 3 month quarter.

** 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 4Q 2008 and 3Q 2008, 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 4Q 2008 and 3Q 2008 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+.

^^ 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

Source: The Nielsen Company