Report: U.S. Media Trends by Demographic | Nielsen Wire

Report: U.S. Media Trends by Demographic

April 27, 2012

From Millenials to Boomers, males to females, and a variety of racial/ethnic groups, part two of Nielsen's State of the Media: Advertising & Audiences Report presents an in-depth look at usage by demographic.  According to Nielsen, white TV viewers use their DVR twice as much as any other group on a daily basis, yet Asians watch the most timeshifted content as a share of overall TV time.  Among popular online destinations for TV content – Hulu, Netflix and YouTube – Hispanics were most likely to watch video on Netflix, while Asians were most likely to watch on Hulu and black viewers on YouTube.

Other findings include:

  • Teens used a game console for eight minutes a night, on average, during primetime – more than twice as much as the general TV population.
  • When watching TV and using their tablet simultaneously, male tablet users were more likely to look up information related to a TV program while females were more likely to up look info related to a TV ad.
  • Females spend 61.2 percent of their timeshifted viewing during primetime watching Dramas.
  • Online adults aged 25-54 are 23 percent more likely than the average U.S. Internet user to follow a brand via social networking and 29 percent more likely to purchase a product online that was featured on TV.


Simultaneous TV and Tablet Usage (Q4 2011)
Activities while watching TV General Population* P13-17 P18-34 P35-54 P55+ Males Females
Checked email site during the program 61% 52% 58% 65% 65% 58% 64%
Checking sport score 34% 34% 36% 34% 32% 44% 24%
Looked up coupons or deals related to an advertisement I saw on TV 22% 22% 29% 21% 14% 21% 24%
Looked up information related to the TV program I was watching 37% 37% 36% 38% 34% 39% 34%
Looked up product information for an advertisement I saw on TV 27% 29% 28% 27% 22% 25% 28%
Visited a Social Networking site during the program 47% 62% 50% 47% 33% 44% 50%
Visited a Social Networking site during a commercial break 45% 52% 52% 44% 32% 43% 48%
Source: Nielsen
*Tablet users aged 13+

Download Nielsen's State of the Media: Advertising & Audiences Part 2: By Demographic.

Download State of the Media: Advertising & Audiences Part 1: Primetime by Genre.

Primetime is defined as Monday–Saturday 8pm to 11pm and Sunday 7pm to 11pm.

Miguel H. Gonzalez is MHz
+1 708-620-4669

Tablets Are Clear Go-To Alternative To TV: Study - Multichannel News

Tablets Are Clear Go-To Alternative To TV: Study

Device Owners Say 15% of Their Full-Length TV Show Viewing Is on Tablets

By Todd Spangler -- Multichannel News, 4/17/2012 12:01:00 AM EDT

Tablets have quickly become the preferred second-screen alternative to TVs for viewing full-length episodes -- ahead of computers -- with tablet owners reporting that 15% of their TV show viewing happens on the devices, according to a new study commissioned by Viacom.

Viacom's "Tapping into Tabletomics" study found that the devices did not decrease time spent watching TV, but did reduce time spent with PCs and smartphones. The survey polled about 2,500 consumers who own tablets or have use of one in their household.

Third-generation iPad"It's really increasing their overall consumption of TV," said Stu Schneiderman, senior director of Viacom Media Networks Digital Research.

Among tablet owners who subscribe to a cable company that offers streaming apps -- including Comcast and Time Warner Cable -- about half reported downloading the apps. Those MSO app users spend 20% more time on their tablet than non-MSO app users.

About 22% of MSO app users watch full-length TV shows on their tablets, and 24% of Apple Airplay users and 19% of Netflix users also use the devices to watch full episodes.

Tablets have become a raging success since Apple debuted the iPad in mid 2010 and spawned numerous copycats. About 68.7 million tablets shipped worldwide in 2011, according to IDC, which forecasts 106.1 million units to ship this year.

"We're bullish on tablets -- we expect more of these devices in people's hands," Schneiderman said. "We are already seeing households with multiple tablets. We expect those numbers to only increase."

According to "Tapping Into Tabletomics," 62% of tablets users use them daily and spend an average of 2.4 hours per day on them. About 85% of tablet use is personal (versus work related) and 77% of tablet use is alone. Most media activities on the tablet, such as playing games and watching TV shows, were highest among users 18 to 24.

For Viacom, the research "tells us we need to be as sophisticated as our audience," Schneiderman said, by creating video experiences tailored to tablets and companion apps that augment the TV experience.

Top genres of full-length shows viewed on tablets -- comedy and music -- are similar to those on computers. Reality is the top genre viewed on TV, followed by drama, science fiction and sports.

Viacom's "Tapping into Tabletomics" study identified four segments of tablet users: "power trippers" (18%), younger users, often male, who love their tablets and use them for everything; "cool & efficient" users (23%), who rely on tablets to be useful above anything else; "happy-go-lucky" (28%) light users who view tablets as a friendly source of enjoyment and entertainment; and "proceeding with caution" users (31%), who are the lightest and often least tech-savvy users that stick to basic activities.

Tablet owners have a deep emotional connection to the devices, Viacom found. More than 50% of respondents said their tablet makes them feel "happier" and "more relaxed"; 49% said tablets make them more effective at managing life; and 40% said "my tablet brings out the best in me."

Viacom enlisted research firm Kelton to conduct the national online survey in December 2011 and January 2012 of 2,500 people 8 to 54 who own or have access to a tablet, as well as qualitative interviews with dedicated tablet users in New York and Los Angeles.


Miguel H. Gonzalez is MHz
+1 708-620-4669

eMarketer Mobile - Older Millennials Stream More TV Than Teens

Older Millennials Stream More TV Than Teens

APRIL 16, 2012

Adult millennials more likely to watch TV on a laptop or on a smartphone than their school-age counterparts

Millennial consumers over 18 stream more TV shows over the internet than younger members of their generation, research indicates.

Among high school and college students ages 18 to 30, 70% reported watching streamed TV in a typical week, while 66% watched programs on a regular TV set, according to a January poll by Ypulse. Among those ages 13 to 18, only 49% reported streaming television either to a computer or TV set on a weekly basis, while 76% said they watched TV on a regular set.

Older millennials were also more likely to stream TV on a smartphone or tablet, at 24%, vs. 16% of those between ages 13 and 18 who did so.

Methods for Watching TV Shows According to US High School and College Students, by Age, Jan 2012 (% of respondents in each group)

Why the disparity? Ypulse says people over 18 tend to own laptops and smartphones in greater numbers than their younger counterparts, which means they can catch their favorite shows flopped on a couch or curled up in bed, rather than being tied to the TV set or even a desktop PC. It's also easier to hook a laptop into a TV for streaming than it is a desktop. Plus, collegians and their contemporaries tend to be busier with school and work, so they snack on TV when they have a free block of time. High school students, with their curfews and parental supervision, are more likely to be able to tune in when a show is actually broadcast on TV.

eMarketer also estimates greater percentages of older millennials are watching online video than teenagers.

US Online Video Viewer Share, by Age, 2010-2016 (% of total)

By the end of 2012, for example, 15.3% of all online video viewers in the US will be between ages 18 to 24, while 12- to 17-year-olds will account for only 12.3% of the total.

Miguel H. Gonzalez is MHz
+1 708-620-4669


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