NEW YORK, NY – The average American is watching more than 151 hours of television per month, an all-time high, says a new report from The Nielsen Company.
Also, Americans who watch video over the Internet consume another three hours of online video per month, and those who use mobile video watch nearly four hours per month on mobile phones and other devices.
The ‘A2/M2 Three Screen Report’ tracked the viewing of video on television, the Internet and mobile devices – the three screens, and found not only is viewing continuing to increase, but “has reached new heights”.
“The American fascination with television and other video content is not easing up, as consumers keep turning to TV, Internet and Mobile at record levels,” said Susan Whiting, vice chair, in the press release. “Viewers appear to be choosing the best screen available for their video consumption, weighing a variety of factors, including convenience, quality and access. It is clear that TV remains the main vehicle for viewing video, although online and mobile platforms are an increasingly important complement to live home-based television.”
Nielsen also reported that digital video recorded and other timeshifted television is watched at double the pace as video online at 7 hours and 11 minutes per month. Yet in a potential indicator of how audiences could timeshift in the future, young adults aged 18-24 watch video on the Internet and on a DVR at the same rate, about 5 hours per month.
The study also found that:
– Except for the teenage years, viewing of traditional television increases with age, the use of video on the Internet peaks among young adults, and viewing mobile video is highest in the teen years.
– 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.
– The work day continues to be the prime time for Internet video, as 65% of online video viewers stream content between 9am – 5pm Monday through Friday, versus 51% of online video viewers logging on between 6am – 8pm on weekends.
– Nielsen data from the fourth quarter of 2008 found that mobile video has grown to 11 million Americans, an increase of 9% versus the previous quarter, with much of the growth attributed to increased mobile content and the rise of the mobile web as a viewing option. In addition, the average monthly time spent viewing mobile video among reported mobile video users increased 2%, from 3:37 to 3:42 between the third and fourth quarters of 2008.
Data for Canadian consumers was not made available.
For more on the study, click here.
