Nielsen: Digital Growing, But TV Still No.1
U.S. TV viewing is at another all-time high -- some 141 hours per month -- with new digital video seen as having little effect in terms of erosion on traditional TV usage.
Nielsen's most recent "Three Screen Report" notes that U.S video usage climbed two hours on average in the second quarter of 2009 versus the same time period a year ago.
The number of people who watch video on the Internet and on mobile devices has climbed -- 70% for mobile and 46% for the Internet. But these two digital areas are still small in comparison to traditional TV viewing. Watching video on the Internet averaged 3 hours and 11 minutes among viewers 2 plus, while mobile viewing was at 3 hours and 15 minutes.
Some of the biggest gains came from time-shifting TV, which Nielsen says grew almost 20% versus a year ago to 7 hours and 16 minutes. Currently, around 30% of U.S. homes have DVR technology.
Nielsen notes that virtually all TV viewing levels were higher in the first quarter, where there was 153 hours a month of average viewing for viewers 2 plus; time-shifting was 8 hours, 13 minutes; and mobile usage was 3 hours, 37 minutes. Only watching video on the Internet was lower in the first quarter on average than the second quarter.
Looking at Nielsen's convergence research panel, June results show that 57% of consumers simultaneously watch TV and go online at least once a month. An estimated 130 million used TV and the Internet at the same time at least once during June. Nielsen says the average time spent doing this was two hours and 39 minutes.
Nielsen says online usage is relatively flat versus a year ago, but that more people are viewing video online than ever before. Short-form video, including user-generated video, is still the bulk of online viewing -- some 83% in May. But when it comes to mobile devices, network shows and clips are the majority of viewing.
In regard to overall Internet usage, Nielsen says total average time is slightly down in second-quarter 2009 versus second-quarter 2008 to 26 hours, 15 minutes, from 26 hours, 12 minutes.
"Although we have seen the computer and mobile phone screens taking on a significant role, their emergence has not been at the cost of TV viewership," said Jim O'Hara, president, media product leadership of The Nielsen Company, in a release.