For example, the report focuses on how many adult consumers access a given platform or content type in an average week; how often these consumers access the content; and how much time they spend engaging with the content.
The Comparable Metrics Report was first revealed in Nielsen’s first-quarter 2015 report as part of its Total Audience Report, which looks at long-term quarter-by-quarter comparisons of different media platforms.
Nielsen measures its total usage of these platforms among adults by age, race, and ethnicity -- as well as breaking out digital measurement into video, streaming audio, and social networking.
For the month of May this year, in the “how many” category, Nielsen says TV’s reach/cume/uniques total was 208.5 million, with an 87% reach of all U.S. adults 18 years and older. When looking at “how often,” it shows 5.4 days and 416 minutes/day of usage. Looking at “how long,” it shows that TV is at 1,950 minutes/per adult week.
TV connected devices yield a 97 million reach -- 40.4% of the population for U.S. adults 18 years and older; 2.9 days/week and 174 minutes/day of usage; and 202 minutes/adult per week.
Smartphone reach is at 171.5 million, yielding 71.4% of all U.S. adults 18 years and older; nearly 6 days and 119 minutes/day of usage, and 505 minutes/adults per week.
PC reach is 130.3 million and 54.3%; 3.4 days/week and 166 minutes/day of usage; and 308 minutes/adult per week.
Tablet reach comes in at 69.7 million, 29% of the U.S. adult population 18 years and older; 5 days and 110 minutes/day of usage, and 159 minutes/adult per week.
Nielsen also projects the volumetrics for each adult age group, taking into account both the reach and frequency of use per week with interesting results. If we add up all of the data for video/TV usage, including "traditional TV, plus DVD, VCR, videogames, videos on PCs, tablets and smartphones, across all dayparts, the average adult devotes 13% of his/her video/TV viewing time to the non traditional platforms---namely everything but "tarditional TV". As for millennials, the corresponding proportion is considerably higher---about 25% and, as we keep pointing out, this percentage is slowly rising. However, at the present pace, it will take something like 8-10 years before parity is reached---assuming that the current rate of change continues---which is not at all a given.
Finally, when it comes to smartphone videos, Nielsen reports that on an average minute basis, only .2% of all adults are using a smartphone to watch videos, by comparison, the traditional TV figure is 19.3%. And yes, the smartphone video figure is, indeed, higher for millennials, where the average minute audience level rises to .3%. Now one could say that millennials are exceeding tha all-adult norn by 50%, which sounds like a big deal, but in reality, we are talking about a single tenth of a decimal point in usage levels.