The U.S. Media Universe DEVICE OWNERSHIP1
MOBILE & ONLINE CONSUMERS
(millions of people who own)
(millions of viewers)
At least one TV
290
DVD player
Mobile phone (ages 13+)2 Online3
253
Home/work PCs and laptops3
232 211
Video game console Digital cable DVR
192 162
Mobile web
145
(ages 13+)4
129
116
Time spent is increasing faster than penetration.2
DVR owners jumped 13% since Q2 2010.2
Satellite 95
HOUSEHOLDS WITH TVS
HOUSEHOLDS W/ BROADBAND
(millions of people)1
(millions of people)5
At least 1 TV
114.7million
1
17.7
2
32.7
3
28.3
4+
35.9
Total
85.9 million
With paid TV access and broadband 80.9
With broadcast TV only and broadband
4.9
HOW PEOPLE WATCH TV/VIDEO6
SMARTPHONE PENETRATION8
(millions of viewers, ages 2 and up)
(by ethnicity)
Traditional TV째
288
60%
Asian
50%
Hispanic
African-American
39%
White
On the Internet째째* 143 111
Android is the preferred OS except among Asians, who typically opt for iPhones.3
Timeshifted TV째
ONLINE VISITS AND VIEWS
Viewers using timeshifted TV grew 11% since Q2 2010.
(per person per month)3
94 Mobile phone**
Domains
2,905
Pages
30
Facebook pages
830
MODES OF ACCESSING SOCIAL MEDIA7
97%
Nearly 4 in 5 active Internet users visit social networks and blogs.9
SMARTPHONE OS MARKET SHARE8
Windows Mobile Other
3
%
Computer
iPad
28
18%
%
iPhone
37
%
3% Gaming console
48%
Mobile phone
RIM BlackBerry
43%
43%
Android
Smartphones
57%
Feature phones
7% % 4
The American Video Viewer 46:16 Traditional TV^
AVERAGE WEEKLY MEDIA TIME10 (hours:minutes, by age and platform)
41:04
32:58
32:47 28:08 24:52
24:17 22:24
ALL AGES (2+)
AGES 2-11 12–17 18–24 25–34 35–49 50–65 6:03 4:02
3:58 0:30
2:21
5:50
1:50
65+
4:58 2:38
Internet on a computer°°^^^
1:25
2:57 1:29
1:30
3:07
2:42
0:27
0:07
0:21
0:45
0:50
0:35
0:23
0:07
NA
0:20^^
0:17
0:12
0:05
0:01
1:42
0:12
Timeshifted TV^
Video on the Internet°°*
<0:01 Video on a
mobile device**^^
MOBILE VIDEO11
STREAMING SERVICES12
Top channels by unique viewers
% of Netflix and Hulu viewers who watch using a(n)... Just 1.2 million people used a standalone streaming device, such as Apple TV or Boxee, but these devices account for nearly 1/5 of their TV screen time.13 Hulu Users 89% Computer directly
YouTube FOX ABC Comedy Central # 5 CBS 1 2 # 3 # 4 # #
Netflix Users
42%
Computer connected to a TV
20% 14% 8%
Video game console
50% Internet enabled TV
2% 6%
MOBILE VIDEO APP ATTRIBUTES14 % of consumers who deem the following attributes as…
Very important
Free/Low subscription rates
Somewhat important
63%
Wide selection
81%
38%
42%
No/few ads
80%
33%
43%
New content
86%
23%
47%
User-friendly
Total
80%
38%
39%
73%
34%
TOP FIVE ONLINE VIDEO DESTINATIONS BY… UNIQUE VIEWERS15 (in millions)
TIME SPENT PER MONTH14 (hours:minutes per person)
#1 YouTube
126.5
Netflix #1
10:01
#2 VEVO
YouTube #2
#3 Yahoo!
Tudou.com #3
#4 Facebook
Hulu #4
#5 MSN/ Windows
24.8
#5 Megavideo 31.2
35.0
39.5 2:52
2:34
2:26
2:20
Although unique viewers who are women watch more video on social networks and blogs, men spend 9% more time watching.16
The Seeking, Searching U.S. Consumer TOP APP CATEGORIES17 Percent of tablet and smartphone users who downloaded an app in the past 30 days.
33%
27%
27% 16%
21% 18%
23% 20%
PERCENTAGE WHO DOWNLOADEDâ&#x20AC;Ś
8%
2%
6%
2%
68% Games
45% Maps/Navigation
45% Music
45% Social Networking
16% 14%
14% 14%
14% 14%
14% 14%
3%
3%
3%
33% News
31% Entertainment
31% Sports
10%10%
11% 10%
9% 11%
7% 7%
5%7%
23% Books
23% Restaurants/ Dining
22% Coupons/ Discounts
16% Recommendations/ Reviews
14% Magazines
3%
2%
2%
Free apps only
Free & paid apps
Paid apps only
51% of consumers
say that they are okay with advertising on their devices if it means 30% they canaccess Banking/Finance content for free.3 2%
2%
2%
MONTHLY BREAKDOWN OF TIME SPENT (on Android devices, September 2011 averages)
Dialer 6% Texting 14%
Social Networking 5%
Email/IM 5%
Browser 10%
Maps/Location 4% Music/Video 2% Camera 1%
All other Apps 53% Facebook and Twitter are more popular apps among women, while Google+ has a larger reach among men. Retail apps such as Barcode Scanner (14% of Android users) and eBay Mobile (13%) are growing in reach. On average, app downloaders have 33 apps on their phones.
33
SIMULTANEOUS USAGE17
TOP SOURCES OF INFORMATION19
Percent of consumers who did the following on their tablet while watching TV...
Preferred sources for product and service information
Programming Commercials
Total
63%
Consumer Reviews
62% 50%
Company’s Website
Female Male
Checked email site
Consumer Ratings
47%
Call Center
45%
34%
Video Clip
30%
Live Chat
Surfed web for unrelated information
Company’s Facebook 15%
Visited a social networking site
Mobile App
9%
Online Ad
8%
Company’s Twitter
7%
MONTHLY DATA USAGE8 (by age in Megabytes)
Looked up info… …related to the TV program I was watching
534
Q3 2011 Q3 2010
578 412
…on a product for an ad I saw on TV
321 216
…on coupons or deals related to an ad I saw on TV
264 177
90
232 122
133 70 59
13–17 18–24 25–34 35–44 45–54 55–64
0 10 20 30 40 50 60 70
30
65+
TOP RETAIL AND CONSUMER ELECTRONICS WEBSITES3 TIME SPENT (log scale)
(by audience size in millions) 100 min./person
TOP 5 WEBSITES Computer & consumer electronics Mass merchandiser
50
Apple 68.7
visited Amazon in September.5 20
10
5
Microsoft 93.8
33% of Americans online
Target 26.0 10.0 Overstock.com
19.5
ShopAtHome.com
Adobe CNET 28.0 23.5 Mozilla 25.7
2 5%
Walmart Stores 34.5
10%
Amazon 72.0
Young women and those with middle incomes ($25k–75k) are more likely to visit Computer and Consumer Electronics websites. Young men and those with higher incomes ($100k+) are more likely to visit Consumer Electronics news sites.5 20%
50% ACTIVE REACH (log scale)
The Globally Connected Consumer Nielsen's survey of more than 25,000 online respondents from 56 countries around the world reveals consumer's multi-screen purchase behavior/intentions. DEVICE PENETRATION20 a…
Percentage of online respondents who… Already own 6%
Smartphone
Tablet
Will purchase
11%
HD HD TV 3D TV TV with Internet
Worldwide HD
Already own
Will purchase
35%
23%
HD TV 3D TV
6%
23%
TV w/Internet
17%
23% 36%
Smartphone Tablet
12%
19%
Latin America 23% 26%
22% 5%
25%
19%
5% 31%
30% 30%
21%
DEVICE PENETRATION19,20 a…
Percentage of online respondents who… Already own 6%
Smartphone
Tablet
Will purchase
11%
HD HD TV 3D TV TV with Internet
Asia Pacific 26%
Europe 13%
30%
12%
27%
44%
14%
18%
10% 6% 4%
31%
37%
18% 7%
31%
15%
12%
31%
Middle East, Africa, Pakistan 28% 20%
31% 13%
27%
11%
19% 8% 27%
29%
28%
Sources & Notes SOURCES
NOTES
1. Nielsen. National People Meter, Universe Estimates (November 2011) 2. Nielsen. Mobile Media Marketplace (Q3 2011) 3. Nielsen. NetView, Home & Work (September 2011) 4. Nielsen. Mobile Netview (September 2011) 5. Nielsen. Based on Universe Estimates for the 15th of each month, Home & Work (Q2 2011) 6. Nielsen. (Q2 2011) 7. NM Incite. State of Social Media Survey (April 2011) 8. Nielsen. U.S. Mobile Insights, National (Q3 2011) 9. Nielsen. (May 2011) 10. Nielsen. Data uniquely based on the Total Population in the US—all 297 million Americans over age 2—whether or not they have the technology (Q2 2011) 11. Nielsen. U.S. Mobile Video Survey (Q3 2011) 12. Nielsen. Netflix/Hulu survey (March 2011) 13. Nielsen. Custom Survey (November 2011) 14. CTAM/Nielsen. “Roadmap to Video Apps (What Makes Viewers APPy?).” (August 2011) 15. Nielsen. VideoCensus, Home & Work (September 2011) 16. Nielsen. VideoCensus, Home & Work (May 2011) 17. Nielsen. Applications Playbook (Q3 2011) 18. Nielsen. Smartphone Analytics, Device Metering Data (September 2011) 19. NM Incite (October 2011) 20. Nielsen, Global Omnibus Survey, (O3 2011)
° Includes those viewing at least one minute (reach) within the measurement period. This includes Live viewing plus any playback within the measurement period. °° 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 via their computers. All Internet figures are weekly or monthly averages over the course of the quarter. * Due to a change in the format of Netflix stream URLs, streaming for the Netflix brand was not reported in the April and May VideoCensus reports. This was corrected with June-forward reporting. ** 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 include mobile phone users (aged 13+) who access mobile video through any means (including mobile Web, subscription-based, downloads and applications). ^ Includes Live usage plus any playback viewing within the measurement period. Timeshifted TV is playback primarily on a DVR but includes playback from VOD, DVD recorders, server based DVR’s and services like Start Over. ^^ Nielsen’s mobile survey reports mobile video usage for those users 13 and older. This 12-17 is T13-17 for all mobile data. ^^^ Due to a change in the type of call used behind Facebook’s AJAX interface, Nielsen NetView data for Facebook page views and duration were underreported for June and July. This was corrected with August-forward reporting.
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