Nielsen’s Three Screen Report for Q309.
Nielsen’s latest Three Screen Report reveals that while 99 percent of video content in the U.S. is viewed on traditional TV, DVR usage is up by 21.1 percent since Q3 2008, while online video usage is up by 34.9 percent.
In the third quarter of this year, the average American spent 31 hours watching television each week, with 31 minutes spent on DVR viewing. Plus, more than 4 hours per week is spent on the Internet, and 22 minutes is spent watching online video, Mobile video usage stands at 3 minutes per week. The 65-plus set spends the most time on traditional TV, with more than 43 hours. The highest DVR usage, meanwhile, comes from the 25 to 34 demo (56 minutes), followed by the 35 to 44 group (52 minutes). The 18 to 24 and 25 to 34 age groups both spend an average of 35 minutes per week with online video, with the 35 to 44 set spending 33 minutes and the 45 to 54 set spending 30 minutes. The mobile video usage time is highest among teens 12 to 17: 13 minutes, well ahead of the 5 minutes spent with mobile video by the 18 to 24 and 25 to 34 groups.
For the first time this quarter, Nielsen reports how much time the average American spends in a typical week with TV, Internet and mobile devices. Without a doubt, consumers of all ages spend the majority of their video time (nearly 99%) in front of the television, while DVR and online video are becoming more widely used.
- In 3Q09, the average American watched 31 hours of TV per week, with 31 minutes spent in playback mode with their DVR.
- In addition, each week the average consumer spent 4 hours on the Internet and 22 minutes watching online video.
- The average consumer spent 3 minutes watching mobile video each week.
Other Highlights of the Report
- Almost 99% of video content watched in America is still done on traditional television
- DVR and Online Video continue to show solid growth – up 21.1% and 34.9% respectively in time spent from Third Quarter 2008
- Teens continue to watch mobile video the most, at just over 7 hours per month, though mobile video is not just a young medium, as mobile users Adults 45-54 report viewing nearly 3 hours of video on their mobile phones
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