Online, Mobile Video Usage Soar, But TV Remains Dominant Screen

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Americans have dramatically increased the amount of time- and place-shifting of video content they consume. According to new estimates just released by Nielsen Co., use of digital video recorders has increased 21.1% and use of online video jumped 34.9% during the third quarter of 2009 versus the same quarter in 2008.

The findings, which come from the third-quarter edition of Nielsen's quarterly "A2/M2 Three Screen Report," show that U.S. consumers still access nearly 99% of their video content via a TV screen, but that both DVR and online video are becoming more prevalent.

During the third quarter of 2009, the average American watched 31 hours of TV per week, with 31 minutes spent in playback mode via their DVR.

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During the average week, U.S. consumers spent four hours online and 22 minutes viewing online video content.

Mobile video -- the least established of the video programming platforms -- was used only 3 minutes per week by the average American, according to the Nielsen report.

Overall, Nielsen finds that consumers are using the new video platforms in addition to conventional TV viewing, and that it is adding incremental viewing to their overall viewing patterns.

The report shows that teens are the most active users of mobile video, consuming just over seven hours per month versus nearly three hours for an older demo such as adults 45-54.

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