Consumption, Multitasking Up on 3 Screens

NEW YORK Americans are increasing their overall media consumption and media multitasking is part of the equation, according to new data from the Nielsen Co.'s most recent Three Screen Report.During the second quarter of 2009, the number of people watching mobile video increased 70 percent from last year, and those who watch video online increased their viewing by 46 percent compared to a year ago. In addition, average American TV consumption remains at an all-time high (141 hours per month) compared to the same time frame last year."Although we have seen the computer and mobile phone screens taking on a significant role, their emergence has not been at the cost of TV viewership," said Jim O'Hara, president, Media Product Leadership, Nielsen. "The entire media universe is expanding so consumers are choosing to add elements to their media experience, rather than to replace them."Nielsen data also show that Americans are using DVRs more than ever, watching one hour more of time-shifted TV each month than a year ago. Currently, 30 percent of homes in the U.S. have DVR devices. Nielsen's Convergence Research Panel, launched in 2008, provides single-source electronic measurement of TV and Internet usage in the same homes.As of June 2009, this panel shows 57 percent of consumers with Internet access at home watch TV and go online simultaneously at least once a month. On average these consumers spend 2 hours, 39 minutes each month simultaneously using the Internet while also watching TV. Their online experience at home is in front of the television almost a third of the time.Other Key Facts and Trends: • As Americans continue to watch more TV each year, there are also more TVs in each home than people. In 2009, the average U.S. home had only 2.5 people vs. 2.86 television sets. Fifty-four percent of Americans have three or more TV sets in the home. • Online usage is relatively flat since last year, though more people are viewing video online than ever before. Certain age groups also view online video more than others do. Adults 18-24 watch more than 5 hours each month vs. adults 65+ watching just over one hour of online video. • Short-form video (such as YouTube clips) still makes up the lion's share of online video viewing -- 83 percent in May '09 -- while name-brand TV network content comprises the majority of mobile video viewing. • Younger demographics aren't using the Internet as much as older demographics, yet the growth rate of kids 2-11 online clearly outpaces the overall Internet penetration. The number of kids online has increased 18 percent compared to 10 percent growth for the total active Internet universe. • Mobile video viewing continues its upward trend, with over 15 million Americans reporting watching mobile video in Q2 '09. This is an increase of 70 percent versus last year -- the largest annual growth to date.Download Nielsen's complete Three Screen Report for details and methodology.Adweek is a unit of the Nielsen Co.Nielsen Business Media

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Consumption, Multitasking Up on 3 Screens

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