The Infinite Dial 2012: Navigating Digital Platforms

Entry by Tom Webster | Tuesday, April 10th, 2012 | Permalink

Weekly Online Radio Audience Jumps More Than 30 Percent in Past Year Says New Arbitron/Edison Research Study Study Also Reveals That Smartphone Ownership Has Tripled in Two Years Forty-four percent of all Americans age 12 and over own a smartphone, representing half of all cell phone owners Six in ten (61 percent) own a portable digital media device such as a smartphone, portable MP3 player or tablet; 40 percent own an Apple device (iPod/iPhone/iPad) Americans age 45 and older represent the largest percentage increase in social media usage in the past year, now up to 38 percent (from 31 percent in 2011) Seventeen percent of all cell phone owners have listened to online radio streamed in their cars by connecting their phones to their car stereo system; this is an increase of more than 50% in the past year when only 11 percent had ever done so Fifteen percent are registered users of daily deals services such as Groupon and LivingSocial

Video, Social Boost US Mobile Content Consumption

APRIL 13, 2012

One-third of US population will use social networking and video on mobile devices by 2016
With smartphone users expected to make up over half of US mobile users by next year, content consumption on mobile devices is also on the rise, including video viewing and social networking. eMarketer estimates that by 2016, more than 110 million Americansor one-third of the total US populationwill watch video content on a mobile phone at least once per month. This year, just under 20% of the population, or 25.2% of US mobile phone users, are expected to watch mobile video monthly.

In addition, according to eMarketer estimates, the population of mobile music listeners will nearly triple in the US between 2011 and 2016, rising from 30.9 million to 81.3 million. eMarketers estimates of mobile music listening include music directly downloaded or streamed to mobile phones at least once per month, and exclude sideloaded tracks. Mobile social networking will reach a greater share of the overall population even sooner, however. One-third of US consumers, or 42.6% of mobile phone users, will log in to social networking sites via mobile devices at least monthly by 2014. The vast majority of these mobile social network userslike mobile video viewers and mobile music listenerswill be using a smartphone to access social content on the go.

And most will be visiting Facebook from their phones. eMarketer estimates the number of monthly mobile Facebook users in the US last year at 49.4 million, rising to 93.9 million by 2014. By then, over 98% of these users will be accessing the site on a smartphone. eMarketers estimates of mobile content usage, including video, music and social networking, are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, company-specific data, and demographic and socio-economic factors.

As TV Screens Grow, So Does U.S. DVR Usage

February 29, 2012

Pat McDonough (SVP), with additional research and analysis from Chad Dreas (VP) and Zach Kennedy Over the last 60 years, televisions have evolved to have slimmer profiles, larger screens and sharper pictures. Additionally, the devices delivering the content to these new high-tech screens have changed significantly and more rapidly helping us watch what we want when we want it. Then (1960): 7% of households received cable. Then (1990): 56% received cable and 66% owned a VCR. Then (2006): 89% of TV content is viewed live. DVR usage accounts for 1.6% of our TV time. Today: 98% of homes own a TV and most have some kind of device hooked up to their television. 85% of TV content is viewed live. DVR usage accounts for 8% of our TV time.

American Video Habits by Age, Gender and Ethnicity

August 1, 2011

Who watches the most TV? Women watch more than men, African-Americans outpace other ethnicities and older Americans tune in at higher rates than those their junior, according to the latest Nielsen Cross-Platform Report. The report shares video consumption across traditional TV, mobile and online. When it comes to TV viewing, women of all ages spend more time than their male counterparts. Women ages 2+ watch nearly 16 hours of traditional TV more per month than men. On the flipside, men consistently spend more time streaming video online. Older Americans (65+) watch more than twice as much traditional TV as teens, and roughly 37 percent more TV than those ages 35-49. In terms of the size of the audience, Americans 50-64 make up the largest segment of the traditional TV audience (25%). Interestingly, adults 35-49 represent the largest segment of the Internet video audience (27%) and Americans 25-34 dominate the mobile video audience (30%). There are also distinct viewing trends by ethnicity, with African-Americans watching the most video content.

When it comes to traditional TV, African-Americans tune in nearly 213 hours per month, more than twice as much as Asians and roughly 57 hours more than Whites. African-Americans also watch the most mobile video, though less time-shifted TV than the general population. Asians have emerged as the hands-down leader in time spent watching video on the Internet, averaging sixplus hours more per month than Whites and nearly four hours more per month than the next closest ethnic group, Hispanics. Asians also watch far less traditional TV than the general population. Hispanics watch less traditional TV but more Internet video than the general population, but not at the level of the Asian population. Whites watch by far the most time-shifted TVnearly 50 percent more than Asians, the next closest ethnic groupwhen looking at all TV homes. They continue to watch the most when the field narrows to only homes with DVRs. Whites also watch less video on the Internet or mobile phones than other ethnic groups.

For more detail on methodology, viewing demographics, mobile video, timeshifted TV, and Internet video, download Nielsens Cross-Platform Report.

40% of Tablet and Smartphone Owners Use Them While Watching TV

October 13, 2011

American consumers are increasingly connected and our recent survey shows they are increasingly multitasking when it comes to multimedia. Roughly 40 percent of tablet and smartphone owners in the U.S. used their devices daily while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day. And what are smartphone and tablet owners doing while watching TV? Checking email. Email was the top activity for both men and women during television programming and commercial breaks. In addition, women reported engaging in social networking more than men, while men checked sports scores more often.

Advertisers should take note that while viewers may be splitting attention between two (or three!) screens, 19 percent of smartphone and tablet owners searched for product information and 13 percent searched for coupons or deals while the television was on.

Introducing Generation C: Americans 18-34 Are the Most Connected

February 23, 2012

Born sometime between the launch of the VCR and the commercialization of the Internet, Americans 18-34 are redefining media consumption with their unique embrace of all things digital. According to Nielsen and NM Incites U.S. Digital Consumer Report, this groupdubbed Generation C by Nielsenis taking their personal connectionwith each other and contentto new levels, new devices and new experiences like no other age group. The latest Census reports that Americans 18-34 make up 23 percent of the U.S. population, yet they represent an outsized portion of consumers watching online video (27%), visiting social networking/blog sites (27%), owning tablets (33%) and using a smartphone (39%). Their ownership and use of connected devices makes them incredibly unique consumers, representing both a challenge and opportunity for marketers and content providers alike. Generation C is engaging in new ways and there are more touch points for marketers to reach them.

Deloittes Annual Business Traveler Survey, December 2011 67% of respondents say: I often work in my hotel room: Strongly Disagree Disagree Neither Agree Strongly Agree _______________ 3.4% 9.9% 19.9% 45.2% 21.6%

Older respondents (45+ years) work less often in the lobby or common area of the hotel than younger respondents Respondents say: I often work in the lobby or common area. Age 18-44 Strongly Disagree Disagree Neither Agree Strongly Agree _________________ 13.2% 25.4% 25.2% 25.6% 10.6% Age 45+ 16.3% 44.4% 22.7% 14.6% 2.0%

Three out of four respondents (77%) believe that complimentary internet is important to them Respondents say: Complimentary high speed Internet in my room is important to me. Strongly Disagree 2.3% Disagree 4.6% Neither 15.8% Agree 32.1% Strongly Agree 45.2% _________________ Nearly two out of three respondents (63%) are satisfied with the availability of free Wi-Fi in hotels. Respondents say: Availability of free Wi-Fi Strongly Disagree Disagree Neither Agree Strongly Agree _________________ 2.7% 10.3% 24.5% 40.7% 21.8%