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RSSAccording to the Multiplatform Video Report released by Solutions Research Group, an average American consumer aged 12 and older with Internet access now spends 6.1 hour daily with video-based entertainment, up from 4.6 in 1996. Of this 6.1 hours, 63.9% (nearly 4 hours per day) currently comes from traditional Television, including live, DVR and video-on-demand viewing. Video games, web and PC video, DVDs and video on mobile devices account for the balance.
TV accounted for a lower share of video-based entertainment among younger Americans, coming in at 42.4% among those 12-24 (vs. 63.9% total population average).
There was also a significant difference between men and women, with TV accounting for 70.4% of women's daily video-based entertainment diet, versus 57.7% for men. PC or online video use was similar, accounting for 10.1% of daily video time for men and 10.5% for women.
| Average Amount Of Time Per Day That US Consumers Spend Watching (as a percent of total time spent with video-based entertainment) | ||
|
| Male | Female |
| Television | 57.7% | 70.4% |
| PC of Online Video | 10.1 | 10.5 |
| Source: Solutions Research Group, June 2008 | ||
PC and web video achieved its highest share mid-day during the week (12.3% share) and it was lowest after 6 pm weekdays and weekends. Prime time for video gaming was Saturday mornings while mobile video peaked during weekday mornings.
Per capita time spent with PC, web and mobile video will increase from just under 1 hour per day currently to nearly 2.9 hours by early 2013, based on factors that include greater access to and use of web video, significantly increased penetration for laptops, mobile video devices and Internet-enabled devices such as the iPhone.
Total hours with video-based entertainment on all platforms is forecasted to expand nearly 35% to about 8 hours on average, as consumers use more screens in more places and video becomes ubiquitous on every screen at home and work and on-the-go. For context, this is close to the time spent sleeping nightly by an average American.
The report predicts that time spent with traditional TV will remain close to 4 hours per day, based on factors such as increasing DVR penetration, availability of more on-demand content, more live and event programming and changing demographics. The ratio of "linear" to "time-shifted" programming will continue to change in favor of time-shifting, however.
Finally, while daily time with TV will remain close to 4 hours, traditional TV's share of the total video entertainment pie is projected to shrink from 63.9% today to 47.1% by 2013, given the overall increase consumers' in total video-based entertainment consumption.
| Video-Based Entertainment Shares By Platform (U.S. Online Population 12+) | |
|
| Monday-Sunday Daily Average |
| TV (Cable/Dbs/Ota) | 63.9% |
| Video Games | 13.0% |
| Pc Video | 10.3% |
| Dvds | 7.2% |
| Video On Pmp | 3.9% |
| Video On Wireless (Includes user-generated content) | 1.7% |
| Source: Solutions Research Group, June 2008 | |
| Video-Based Entertainment Shares (U.S. Online Population 12+) | ||
|
| Weekdays | Weekends |
| TV (Cable/Dbs/OtA | 64.7% | 62.2% |
| Video Games | 12.7% | 13.8% |
| Pc Video | 10.5% | 10.0% |
| Dvds | 6.4% | 9.0% |
| Video On PMP | 4.2% | 3.2% |
| Video On Wireless | 11.6% | 1.9% |
| Source: Solutions Research Group, June 2008 | ||
For the complete PDF file of the study, please visit here.
RSS FEEDS
As reported in Mediapost’s Research Brief “According to the Multiplatform Video Report released by Solutions Research Group, an average American consumer aged 12 and older with Internet access now spends 6.1 hour daily with video-based entertainment, up from 4.6 in 1996�
Really? So the average American with internet access goes to school or work (8 hours per day), sleeps 8 hours per day, spends time commuting, studies or reads, goes on the internet and walks the dog. If we add in sitting on the toilet, that surely adds to more than 24 hours in the day. No time for making love or shopping in there?
The problem is that research which asks people to estimate what they do and for how long, inevitably leads to inflated estimates. And research which does not allow for multiple activities – e.g. accessing videos while at work – gives the wrong impression.
Prime time for watching internet videos is during the day, when people are at work or school. Prime time for watching TV is at night. We are dealing with distinctly different activities and behavioral populations. Advertisers are confused enough by the numbers without researchers adding to the confusion. Remember, research is supposed to enlighten us, not confuse us!
In any case, let’s get back to reality. As advertisers or media buyers, while it is interesting to speculate on what people do you have internet access, the target population is most often the general consumer, whether they have the internet or not.
That some may be better targeted by internet advertising can be argued. But what is not debatable is that the majority are best exposed to broadcast television and advertising.
Geoff Alford +61 3 9725 3343 geoff@sicore.com.au