Issuu on Google+


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%

Email

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.

ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. For more insights, check out our blog, NielsenWire.com, or follow us on Twitter @NielsenWire.


Nielsen Consumer Usage Report 2011