Mobile Video Viewing Increasing, Says Nielsen 3 Screen Report

The Nielsen Company released figures showing video and TV usage across the
'three screens' - Television, Internet and Mobile
devices. While the number of mobile video users is relatively small at about 4
million, the video usage these early adopters report is impressive, perhaps due
to "always available" mobile devices. It may be an early indicator of
how this technology is becoming more commonplace among mobile users.

Nielsen's findings show that screen time of the average American continues
to increase with TV users watching more TV than ever before (127 hrs, 15 min
per month), while also spending 9% more time using the Internet (26 hrs, 26 min
per month) from last year.

At the same time, a small but growing number of Internet and mobile phone
users are watching video online (2 hrs, 19 min per month), as well as using
their cell phones to watch video (3 hrs, 15 min per month).

 

Time Spent in Hours:Minutes
Per User 2+, Per Month

 

May 08

May 07

% Diff

Watching TV in the home*

127:15

121:48

4%

Watching Timeshifted TV*

5:50

3:44

56%

Using the Internet**

26:26

24:16

9%

Watching Video on Internet**

2:19

n/a

n/a

Mobile Video Subscribers Watching Video on a Mobile Phone^

3:15

n/a

n/a

Source: The Nielsen Company

 

Two hundred twenty million Americans have Internet access at home and/or
work and 73%, or 162 million went online in May. Watching video on the Internet
is no longer a novelty; 119 million unique viewers viewed 7.5 billion video
streams in May 2008. In addition as of Q1 2008, 91 million Americans (36% of
all mobile phone subscribers in the U.S.)
owned a video-capable phone.

"Web video is changing the definition of the Internet for those under
the age of 24. Those under 24 use the Internet less than older users but spend
a greater percent of time viewing video. For instance, children 2-11 spend
relatively little time on the Internet - just 4:58
vs 38:47 for adults 35-44. But much more of
their time is likely spent watching video than checking email or traditional
websites," said John Burbank chief marketing officer for The Nielsen Company.