• by Jack Loechner , Staff Writer @mp_research, July 30, 2008

A recent study by The Nielsen Company, showing US video and TV usage across three screens, Television, Internet and Mobile devices, reports that screen time of the average American continues to increase, with TV users watching more TV than ever before, while also spending 9% more time using the Internet from last year.

At the same time, a small but growing number of Internet and mobile phone users are watching video online, as well as using their cell phones to watch video.

 As of May 2008, more than 65% of U.S. homes receive digital cable and satellite combined. These digital TV homes receive nearly 160 channels. In addition, 25% and 35% of U.S. homes have DVR and Video on Demand respectively.

Two hundred twenty million Americans have Internet access at home and/or work and 73%, or 162 million, went online in May, says the study. 119 million unique viewers viewed 7.5 billion video streams in May 2008. In addition, as of Q1 2008, 91 million Americans (36% of all mobile phone subscribers in the U.S.) owned a video-capable phone.

John Burbank, chief marketing officer for The Nielsen Company, concluded that "Web video is changing the definition of the Internet for those under the age of 24. Those under 24 use the Internet less than older users but spend a greater percent of time viewing video. For instance, children 2-11 spend relatively little time on the Internet - just 4:58 vs 38:47 for adults 35-44. But much more of their time is likely spent watching video than checking email or traditional websites."

 Note: Footnotes for the charts:

• TV includes live viewing plus any playback viewing; Timeshifted TV is playback primarily on a DVR but including playback on services like Start Over as well as playback from a DVD recorder.
• Internet figures are from home and work. Hours:minutes are based on the universe of persons who watch online video.
• Survey results reported in April 2008, this is a Q1 2008 estimate of only those mobile subscribers that subscribe to and use video on their mobile phone, over the past 30 days.
• Nielsen Mobile's survey reports mobile video usage for those users 13 and older. Thus, 12-17 is T13-17 for all mobile data.
• A65+ base size too small to report mobile video hours:minutes

To obtain a full copy of Nielsen's Three Screen Report, please go here, or a more complete