Dec 1, 2008

Entertainment - TV remains dominant choice for Americans: Nielsen

MUMBAI: US media research company Nielsen has announced in its second 'A2/M2 Three Screen Report' that US usage of TV, Internet and Mobile – the three screens – continues to increase.

As of third quarter of 2008, the average person in the US watched approximately 142 hours of TV in one month. In addition, people who used the Internet were online 27 hours a month, and people who used a mobile phone spent three hours a month watching mobile video.

Furthermore, the average time a US home used a TV set during the 2007-08 television season was up to eight hours and 18 minutes per day, a record high since Nielsen started measuring television in the 1950’s.

Nielsen vice chairperson Susan Whiting says, “Americans keep finding more time to spend with the three screens. TV use is at an all-time high, yet people are also using the Internet more often – 31 per cent of which is happening simultaneously.”

Key facts from the report include:

Americans are spending more time than ever with their televisions, computers and mobile phones, with television remaining the dominant screen, watched more than 142 hours a month – five hours more than last year.

Americans spend more than six hours per month watching timeshifted TV, which is more than double the amount of time they watch video online.

Men are more likely than women to watch video on mobile phones, while women are more likely then men to watch video on the Internet.

During the third quarter, there was no shortage of online video content with events including the Olympics, Major League baseball games, the political conventions and debates, and the financial crisis. Online video use grew steadily through the quarter.

Whiting adds, “Our numbers show that TV remains the dominant choice for most Americans, yet timeshifting as well as videos on the Internet and on mobile phones, continue to be the trends to watch.”

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