Nielsen three-screen report - Think TV

Nielsen’s Three Screen ReportQuarter 3, 2009Published February 2010

IntroductionNielsen’s latest A2/M2 Three Screen research from the U.S. (tracking consumptionof the three screens: television, online and mobile) shows while consumers are addingvideo platforms to their weekly schedule, these are not at the expense of theirtelevision viewing.The latest research shows that television remains the clearly dominant platform forvideo watching, with 99 per cent of all video still viewed on television.

An insatiable appetite for contentThe Q3 report shows Americans have an insatiable appetite for audiovisual contentacross a range of different platforms.Time Spent with Media – Per Week – All People (hours:minutes)31:190:314:060:220:03Watching TVWatchingTimeshiftedTVUsing theInternetWatchingVideo OnlineWatchingVideo onMobileSource: Three Screen Report 3Q 2009 – The Nielsen Company U.S.

TV dominates in all age groupsTelevision is clearly where consumers of all ages spend the majority of their screentime, despite an increase in viewing across other platforms. Even young adults stillspend significantly more time with TV than any other platform.Time Spent with Media – Per Week – By Demographic0:020:030:300:050:336:440:356:395:350:330:050:350:520:563:470:1934:3628:2930:2622:440:010:144:330:3139:45A18-24 A25-34 A35-44 A45-54 A55-64Watching TV in the home Watching Timeshifted TV Using the Internet Watching Video on Online Watching Video on MobileSource: Three Screen Report 3Q 2009 – The Nielsen Company U.S.

99 per cent of video watched on TVNearly all video content consumed in America continues to be viewed on traditionaltelevision, with internet and mobile phone viewing comprising around 1 per cent.Viewing of Video ContentOther (internetor mobile phone)99%Video contentviewed ontraditionaltelevisionSource: Three Screen Report 3Q 2009 – The Nielsen Company U.S.

Other findings• While time shift viewing is increasing by about 21 per cent year-on-year, liveviewing still accounts for the vast majority of TV viewing.• While online advertisers are keen to target younger audiences (kids and teens),their internet usage is actually only one-quarter that of adults.• Viewing mobile video content accounts for a very small proportion of consumers’three-screen time. In the Q3 09, U.S. consumers spent just 3 hours and 15 minutesa month watching video on their mobile devices – the same amount as the previousquarter.Source: Three Screen Report 3Q 2009 – The Nielsen Company U.S.

Key findingsThe primary TV medium still accounts for 99 per cent of all video content consumed.Other AV platforms have proven complementary to television, rather thancannibalising television audiences.

For more information and a copy of the report click here.