Inside Nielsen's Three-Screen Report
Image by Verimatrix.com
Nielsen has just released the results of its quarterly Three-Screen Report and the information provided is quite intriguing. With information like this at your fingertips, encouraging clients to focus on all three platforms, or to at least optimize their content and consider strategies for mobile devices should be a little easier, and definitely help you make the case.
Here are a few highlights from the report:
- HDTV: More than half of U.S. TV households now have a high-definition television and receive HD signals.
- DVR: More than a third of homes have a digital video recorder, up 51% from 2008.
- Broadband: 63.5% of homes now have broadband internet access, improving online video delivery.
- Smartphones: Nearly a quarter of households have smartphones, making it easier to watch video wherever they are.
And this, is what I like to call the money stat: The mobile video audience grew 51.2% year-over-year, surpassing 20 million users for the first time.
The folks over at Nielsen believe the increased popularity of smartphones has created yet another opportunity for distributing video of all kinds outside of traditional broadcast and cable TV airing times and places. This may be a give to certain audiences, but this is big news to many, particularly those who don't tend to believe every study they come across about the rise of mobile video or how smartphones and DVR's are taking over.
As of the first quarter of this year, according to the report, the average American spends 35 hours, 34 minutes watching TV; approximately 2 hours timeshifting; 3 hours, 52 minutes using the internet; 20 minutes watching online video and 4 minutes watching mobile video, in the course of a week.
And if you think that teens are doing all the watching of this mobile video, you're wrong. A key conclusion from the report is that over half (55%) of the mobile video audience is aged 25-49. A highly coveted demographic on behalf of advertisers.
And here are two of Nielsen's 'trends to watch':
- Consumers will increasingly use smartphones (vs PC's) o access the internet
- With networks beginning to develop loyalty programs for their shows (via apps, etc) social media will play a larger role in audience engagement.
We are on top of this here at Capstrat, and always strive to provide our clients with the latest and greatest information about consumer habits to help shape both our recommendations and their decisions.
So what does this mean to you? And how are you incorporating this major shift into your various strategies?
*If you'd like to see the complete report, here it is: Nielsen's Three-Screen Report.
Comments
I'm not sure creative execution is keeping up with the different screens or time shifting. Every video viewing environment is different and it will take time before we understand the peculiarities of the video viewer's mindset on each of the three screens and are able to apply that knowledge.
I agree with that, Karen. And in regards to time shifting, there are studies that show people are actually watching some of the advertising during the time they've shifted! I can't wait to see more studies about mobile viewing habits and behaviors.
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