Live TV Viewing Dips, Cross-Screen Digital Use Up
Live television viewing continues to lose ground -- albeit slowly -- as time-shifted programming and multitasking with smartphones and/or tablets gains ground.
Nielsen's new cross-media platform report shows live viewing in the second quarter of 2012 averaged 4 hours and 18 minutes a day, down five minutes a day from the second quarter of 2011.
Live viewing in the second quarter has remained fairly constant in previous years: 4:20 in the second quarter of 2010; 4:23 in the second quarter of 2009; and 4:23 in the second quarter of 2008.
Averaged DVR playback -- time-shifted programming -- was at 22 minutes a day, up from 20 minutes a year ago. (About 45% of U.S. TV homes have DVRs). Video game use stayed the same, at 12
minutes a day, while DVD playback declined to 10 minutes from 12 minutes.
Multitasking with video-capable devices also continues to climb. Close to 40% of Americans now use their tablets or
smartphones while watching TV at least once a day -- 85% at least once a month.
Drilling down, Nielsen says 29% of people use their smartphone at least once a day while watching TV, and
nearly 50% of those younger 18- to-24-year-olds use it while watching TV.
Almost 30% of those 25-34 use their smartphones to shop while watching TV. Smartphones now have a market
penetration greater than 50%, and tablets are already in nearly 20% of U.S. TV homes.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
Be the first to comment on "Live TV Viewing Dips, Cross-Screen Digital Use Up"
Leave a Comment