Apropos to the Consumer Electronics Show, but equally valuable as a benchmark of the Electronic Media Industry starting out in 2010, Nielsen releases a fact sheet appended with the prediction that
" ... In 2010 we see a continuation, if not an acceleration, of current trends with consumers watching and connecting more."
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
- Facebook
Top Social Networks on Mobile Phones
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 |
Facebook | 21.97M | 47.54M | 109.7M |
Myspace | 57.39M | 59.12M | 50.92M |
Twitter | N/A | 3.17M | 19.07M |
Classmates | 11.46M | 14.6M | 12.27M |
Linkedin | 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)