Commentary
Just The Facts...
- by Jack Loechner , Staff Writer @mp_research, January 6, 2010
Television | |
U.S. homes with at least one TV | 114.9M |
U.S. homes that are cable and/or satellite ready | 103.6M |
U.S. homes with digital cable | 50.9M |
U.S. homes with satellite TV | 32.7M |
TVs in the U.S. that are HD capable | 47.4M |
U.S. homes with a VCR | 75.8M (down 10% since 2007) |
U.S. homes with a DVD player | 101M (up 1% since 2007) |
U.S. homes with a DVR | 36.7M (up 12% since 2007) |
Source: The Nielsen Company, November 2009 | |
Percentage Of TV Households That Own: | |
1 TV Set | 16.7% |
2 TVs | 28.3% |
3 TVs | 25.1% |
4 or more TVs | 26.0% |
Source: The Nielsen Company, November 2009 | |
How (and How Much) We Watch
- Almost 99% of video content watched in the U.S. is on traditional television
- The average American watches 31.5 hrs of TV per week
- An average DVR user watches 7 hrs 54 minutes of time shifted TV each month (up 22.5% from 2008)
- Kids aged 6-11 watch 28 hrs of live TV a week
Mobile Phones | |
U.S. mobile phone users 13+ | 223M |
Number of mobile Web users | 60.7M (up 33% from 2008) |
Percentage of mobile devices that are smartphones | 18% (up from 13% in 2008) |
Percentage of mobile device owners that streamed audio | 8% |
Percentage of mobile device owners that viewed video via their mobile phone | 7% |
Percentage of mobile devices sold in Q3 2009 that were smartphones | 25% (estimated 40%-50 in 2010) |
Source: The Nielsen Company, November 2009 | |
Looking Ahead To Mid-2011 | |
Estimated smartphone user base | 150M |
Estimated mobile subscribers | 300M+ |
Estimated users of mobile web | 120M |
Estimated users watching mobile video | 90M |
Source: The Nielsen Company, November 2009 | |
Growth of cellphone only homes in the U.S.
- 2009... 21%
- 2008... 18%
- 2007... 15%
Top 5 Smartphones (% Ownership) | |
Blackberry 8300 Curve | 17% |
Apple iPhone 3G | 15% |
Apple iPhone 3G S | 12% |
Blackberry 9530 Storm | 6% |
Blackberry 8100 Pearl | 5% |
Source: The Nielsen Company, November 2009 | |
Top 5 Mobile Web Sites
- Google Search
- Yahoo! Mail
- Gmail
- Weather Channel
Top Social Networks on Mobile Phones
- MySpace
Top 5 Mobile Video Channels
- YouTube
- Fox Interactive Media
- Weather Channel
- Comedy Central
- CBS
Internet
- 195M Active U.S. Internet users
- 160.3M People who accessed the Internet via a broadband connection: (93.3%... up 16% from 2008)
- 138.4M Unique viewers of video (up 11.4% from 2008)
- 11.2B Total online video streams viewed monthly (up 17% from 2008)
- 200.1 minutes Average time spent viewing online video per viewer monthly (up 12.5% from 2008)
Social Networking
- Facebook reaches 56% of the active U.S. Internet universe with an average usage of 6 hrs a month per user
- Facebook is the #3 site visited by users 65 and older
- Twitter grew 500% year-over-year
- Time spent on social networking sites in the U.S. increased 277%
- The average U.S. worker spends 5 hrs a month visiting social networks at the office
- 32% of all mobile web users visited a social network
Top 5 Computer Brands Among U.S. Adults (By Percent Of Ownership) | |
Dell | 49.8% |
HP | 26.4% |
Compaq | 12.6% |
Mac/Apple | 11.3% |
Percentage of U.S. adults who have two or more computers | 57.7% |
Percentage of U.S. adults who purchased a laptop computer in the past 12 months | 12.9% |
Source: The Nielsen Company, November 2009 | |
Top Networking Sites Year-Over-Year Trend (Unique Audience) | |||
Site | Nov. 2007 | Nov. 2008 | Nov. 2009 |
21.97M | 47.54M | 109.7M | |
Myspace | 57.39M | 59.12M | 50.92M |
N/A | 3.17M | 19.07M | |
Classmates | 11.46M | 14.6M | 12.27M |
5.44M | 11.64M | 12.13M | |
Source: The Nielsen Company, November 2009 | |||
Video Games
- 73% of households own a device they specifically use for gaming
- 54% of households own a video game console or handheld system
- 41% of households have 7th generation game console
- 23% of households own a handheld console
- 45% of active gamers are female (defined as playing at least one hour per week)
- 49% of Nintendo Wii owners are female and 52% of Sony Playstation Portable (PSP) owners are female
Top Game Consoles Ranked By Share Of Total Usage Minutes | |
Xbox 360 | 23.1% |
PlayStation 2 | 20.4% |
Nintendo Wii | 19.0% |
Source: The Nielsen Company, November 2009 | |
Audio File
- 49.1M U.S. homes have MP3 players
- 20.5M U.S. homes have satellite radio
Source All Data: The Nielsen Company as of Nov 2009, (Company-wide reports and surveys)
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
I have a question about the data on video games. The 2nd ranked console (minutes) is PS2. Is this a typo?
Just wondering where PS3 ranks in the data.
I am curious regarding the 99% of all video watching takes place on a traditional TV. What constitutes video? Are you only including TV Shows and Movies to measure how much is being watched (only of those traditional TV/Cable programs) outside the Television Set?
I agree what does "Almost 99% of video content watched in the U.S. is on traditional television" mean?
Is this device or channel related?
for those with questions about the data, its support and meaning, here's the source contact information... For more information, contact
Karen Gyimesi at 646-654-8631 or karen.gyimesi@nielsen.com
Michelle McGiboney at 408-941-2930 or michelle.mcgiboney@nielsen.com
or visit www.nielsen.com
sorry, but I don't have any of the deep digging stuff...
thanks for asking... jack