Multi-Screen Insights

Report
Multi-Screen Insights
Digital Video Grows; Representing a Nominal
Share Of Total Video Time
Multi-Screen Insights
• Growth in technology drives choice…households acquired significantly
more tablets (+59% v yag) and enabled smart TVs (+78% v yag)
• Digital video has grown but still only comprises a nominal share among
A18-49 (0:31 with digital video v. 4:40 daily with TV screen)
• Same is true among all ethnic segments
• Consumers spent 48% of their total media time with the TV (P18+);
majority of their TV viewing is with Live TV
• With digital video growth, Television still commands over 90% of total
video time among key advertiser targets
• Viewers continue to shift their viewing from computer video (-3,537,000)
to smartphone video (+25,098,000)
• Across all ethnic segments
• 24 million more consumers used app/web applications in 3Q14 and spent
34% more time (P2+)
Growth In Technology Drives Choice
YOY Growth
78%
59%
19%
Enabled Smart
TV
13%
Tablet
46%
Subscription
VOD
40%
15%
Smartphone
75%
1%
1%
1%
1%
1%
PC With Internet
Broadband
Internet
DVR
Game Console
81%
Penetration Levels
Source: Nielsen Total Audience Report 3Q14 v year ago
78%
DVD Player
-2%
49%
46%
81%
Digital Video Has Grown But Still Only Represents A
Nominal Share Compared to Time Spent With the TV
Screen
Daily Time Spent With Digital Video v. TV Screen
(Hrs:Min)
A25-54
A18-49
Digital Video
TV Screen
4:40
4:33
0:20
3Q13
0:31
3Q14
Source: Nielsen Total Audience Report 3Q14
Digital Video
TV Screen
5:01
4:54
0:17
3Q13
0:28
3Q14
…and Time Spent With TV Screen Dominates Across
All Multicultural Segments
Daily Time Spent With Digital Video v. TV Screen
Among A18+ (Hrs:Min)
Black
Digital Video
Hispanic
TV Screen
Digital Video
0:33
0:29
4:32
7:39
Asian
Digital Video
0:35
3:24
Source: Nielsen Total Audience Report 3Q14
TV Screen
TV Screen
TV Is An Integral Part Of Consumers Daily
Life…
Consumers Spend 48% of Their Total Media Time With
Television Throughout The Day
Avg Time Spent Per Day (Hrs: Min) Among P18+
1:33
0:09
Live TV
Watching Time-shifted TV
0:04
AM/FM Radio
0:12
Internet Usage/Computer
Game Console
1:06
4:32
DVD/Blue-Ray
Multimedia Device
Using Smartphone
2:44
0:30
Source: Nielsen Cross Platform Report 3Q14,P18+
…and Majority Of Their TV Viewing Is Spent With Live TV
Time Spent Per Day (Hrs:Min) Among P18+
3Q14
Live TV
4:32
0:30 1:06 1:33
2:44
Time-shifted TV
DVD/Blu-Ray Use
3Q13
4:44
0:28 1:00 1:10
2:47
Game Console
Use
Internet on Comp
Smartphone Use
3Q12
4:50
Source: Nielsen Cross Platform Report 3Q14,P18+; usage
on each device
0:24
1:04
:0.53
2:51
AM/FM Radio
Listening
How Much Video Content is Consumed
Across Each Device?
Watching Video On Smartphone Continues To Gain
Traction But Television Still Dominates 92% Of Total
Video Time
Monthly Time Spent (hrs:min) by Device
Watching
P2+:# of Viewers
v. YAG
Television
Watching Video on a
Computer
Watching Video on a
Smartphone
282 Million
-0.4%
144 Million
-2.4%
125 Million
+25.0%
P2+
141:19
10:42
1:46
P18-49
119:33
13:48
2:07
P25-54
133:56
12:40
Source: Nielsen Total Audience Report 3Q14 v yag;Total
video= TV+comp+smartphone
1:42
…and Captures Majority Of Total Video Time
Among Both Young and Old
Monthly Time Spent (Hrs:Min)
P2-11
TV Share
of Total Video
94%
TV
106:27
Internet
Video
6:22
Mobile
Video
-
P1217
94%
89:13
6:17
-
P18-24
83%
91:32
16:05
3:06
P25-34
87%
112:33
14:59
2:02
P35-49
91%
136:32
12:14
1:36
P50-64
95%
177:14
9:00
1:03
P65+
98%
211:31
4:34
0:24
Source: Nielsen Cross Platform Report 3Q14; Total
video=TV; internet video and mobile video
Even Among Teens & Young Adults, Television Remains
The Dominant Platform For Viewing Content
Monthly Time Spent (Hrs:Min)
TV Share
of Total Video
T12-17
94%
TV
89:13
Internet
Video
6:17
Mobile
Video
n/a
M12-17
92%
86:31
7:11
n/a
F12-17
95%
92:01
5:20
n/a
A18-24
83%
91:32
16:05
3:06
M18-24
79%
84:50
19:33
3:29
F18-24
87%
98:19
12:02
2:23
Source: Nielsen Cross Platform Report 3Q14; Total
video=TV; internet video and mobile video
What Is Driving Smartphone Video
Growth?
With More Content Readily Available On Smartphones,
Consumers Across All Ethnic Segments Shift Some Of Their
Video Viewing From Computer To Smartphone Video
(+/-) Change In Number of Users by Device (P2+)/ Monthly
(in OOO’s)
Total
Black
Hispanic
Asian
Watching Video on
a Computer
-3,537
-184
-861
-193
Watching Video on
a Smartphone
25,098
2,854
4,226
1,239
Source: Nielsen Total Audience Report, 3Q14 v yag,P2+;
App/Web Usage On Smartphones Increases Considerably
Absolute Growth in Number of Users P2+ (OOO)/ Monthly
+23,662
+2,907
# of Users
+4,101
+1,224
Composite
Black
Hispanic
Asian
162,798
20,811
29,581
9,494
Source: Nielsen Total Audience report 3Q14 v yag,
…and Time Spent With App/Web On Smartphones Is High,
Especially Across Ethnic Groups
Using Any App/Web On Smartphone
(P2+)/ Monthly
Composite
Black
Hispanic
Asian
Time Spent Monthly/ P2+
47:35
52:43
52:14
47:15
% Change v. YAG in Time Spent
+34%
+20%
+30%
+42%
Source: Nielsen Total Audience Report, 3Q14 v yag.
Increase in Viewing Options Continues To Drive Online
Streaming & Mobile Video Apps Growth
Average Number: P18+
4.5
1.3
1.5
4.7
5.8
1.7
Avg Mobile Video Apps Used
12-Aug
Source: Nielsen Total Audience report 3Q14, P18+ avg
monthly use
Avg PC Streaming Sites by brand
visited
13-Aug
14-Aug
With All Its Growth, Digital Video Still Only Represents A
Nominal Share Of Time Spent With Total Video
Share of Total Monthly Video Time Spent by Device
TV
Video on Comp
Video on Smartphone
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64
Video on Smartphone
2.8% 1.6% 0.9% 0.6%
Video on Comp
5.5% 6.4% 14.5% 11.3% 8.1% 4.8%
TV
94.5% 93.6% 82.7% 87.1% 91.0% 94.6%
Source: Nielsen Total Audience report 3Q14, Total
video=TV; internet video and mobile video
A65+
0.1%
2.0%
97.9%
How Does Video Usage Differ by Ethnicity?
More Black and Hispanic Consumers Tune To Television and
Video On Smartphone While Computer Video Declines
Gain/Loss Of Users P2+ 3Q14 v 3Q13
Watching Traditional Television* v. YAG
Watching Video on Computer v. YAG
Video on Smartphone v. YAG
Source: Nielsen Total Audience report 3Q14v yag
Black
Hispanic
Asian
+824,000
+592,000
-550,000
-184,000
-861,000
-193,000
+4,226,000
+1,239,000
+2,854,000
Over 90% Of Total Video Time Is Spent With The
Television Across Most Ethnic Segments
TV Share of Total Video Time Spent Monthly
Black TV Share
Share
Hispanic TV
Share
Asian TV
Share
P2-11
96%
94%
91%
P1217
96%
93%
87%
P18-24
86%
81%
63%
P25-34
88%
86%
79%
P35-49
93%
91%
79%
P50-64
96%
93%
92%
P65+
99%
98%
97%
Source: Nielsen Total Audience report 3Q14, Total
video=TV; internet video and mobile video

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