2. The U.S. Media Universe
DEVICE OWNERSHIP1 MOBILE & ONLINE CONSUMERS
(millions of people who own) (millions of users)
At least one TV
290 Mobile phone (ages 13+)2
DVD player Online3
253
232 Home/work PCs
and laptops3
211
Video game console
192
Digital cable
162 Mobile web
DVR 145 (ages 13+)4
129
Satellite 116
faster than penetration.6
Time spent is increasing
95
HOUSEHOLDS WITH TVS HOUSEHOLDS W/ BROADBAND
(millions of households) 1 (millions of households)5
At least 1 TV 114.7million Total 85.9 million
1 17.7
2 32.7
With paid TV access
3 28.3 and broadband
80.9
4+ 35.9
With broadcast
TV only and 4.9
broadband
3. HOW PEOPLE WATCH TV/VIDEO6 SMARTPHONE PENETRATION8
(millions of viewers, ages 2 and up) (by ethnicity)
Traditional TV°
288 Asian 60%
Hispanic 50 %
African-American 48%
White 39%
On the Internet°°* Android is the preferred OS except among Asians,
who typically opt for iPhones.3
143 Timeshifted TV° ONLINE VISITS AND VIEWS
Viewers using time- (per person per month)3
111 shifted TV grew 11%
since Q2 2010.
94 Domains
Mobile phone**
2,905 Pages
30
830 Facebook
pages
MODES OF ACCESSING SOCIAL MEDIA7
Nearly 4 in 5 active Internet users visit social
networks and blogs.9
97% SMARTPHONE OS MARKET SHARE8
Windows
3% Mobile Other
Computer
18%
iPad 28 % RIM 7% %
Black- 4
iPhone Berry
37 %
3% Mobile
phone
43%
Smart-
43% phones
Android
Gaming 57%
console Feature
phones
4. The American Video Viewer
AVERAGE WEEKLY MEDIA TIME10 46:16 Traditional TV^
(hours:minutes, by age and platform)
41:04
32:47 32:58
28:08
24:52 24:17
22:24
ALL
AGES AGES
(2+) 2-11 12–17 18–24 25–34 35–49 50–65 65+
6:03 5:50
4:58
3:58 4:02 Internet on a
computer°°^^^
2:38
0:30 1:25
2:57 3:07
2:21 2:42 Timeshifted TV^
1:50 1:42
1:29 1:30
0:27 0:07 0:21 0:45 0:50 0:35 0:23 0:12 Video on
the Internet°°*
0:07 NA 0:20^^ 0:17 0:12 0:05 0:01 <0:01 Video on a
mobile device**^^
5. MOBILE VIDEO11 STREAMING SERVICES12
Top channels by unique viewers % of Netflix and Hulu viewers who watch using
a(n)...
Just 1.2 million people used a standalone
streaming device, such as Apple TV or Boxee, but
these devices account for nearly
#
1 YouTube 1/5 of their TV screen time.13
Hulu Users
#
2 FOX Computer directly 89%
Netflix Users
#
3 ABC 42%
#
4 Comedy
Central Computer connected to a TV 20%
#
5 CBS 14%
Video game console 8%
50%
Internet enabled TV 2%
6%
MOBILE VIDEO APP ATTRIBUTES14
% of consumers who deem the following attributes as…
Very Somewhat
Total
important important
Free/Low subscription rates 63% 23% 86%
Wide selection 47% 33% 80%
User-friendly 43% 38% 81%
New content 42% 38% 80%
No/few ads 39% 34% 73%
TOP FIVE ONLINE VIDEO DESTINATIONS BY… 15
UNIQUE VIEWERS TIME SPENT PER MONTH
(in millions) (hours:minutes per person)
#1 YouTube Netflix #1
126.5 10:01
#2 VEVO YouTube #2
#3 Yahoo! Tudou.com #3
#4 Facebook Hulu #4
#5 MSN/ #5
Windows Megavideo
39.5
35.0 2:52
31.2 2:34 2:26 2:20
24.8
Although unique viewers who are women watch more video on social networks and blogs, men
spend 9% more time watching.16
6. The Seeking, Searching U.S. Consumer
TOP APP CATEGORIES17
Percent of tablet and smartphone users who downloaded an app in the past 30 days.
PERCENTAGE WHO
DOWNLOAD,
BY CATEGORY…
27% 33% 27% 16% 21% 18% 23% 20%
2% 2% …AND COST
8% 6%
Free & paid apps
68% 45% 45% 45%
Games Maps/Navigation Music Social Free apps only
Networking Paid apps only
51% of consumers
16% 14% 14% 14% 14% 14% 14% 14% say that they are okay
3% 3% 3% 2%
with advertising on
33% 31% 31% 30% their devices if it means
News Entertainment Sports Banking/Finance they can access
content for free.3
10%10% 11% 10% 9% 11% 7% 7% 5%7%
3% 2% 2% 2% 2%
23% 23% 22% 16% 14%
Books Restaurants/ Coupons/ Recommendations/ Magazines
Dining Discounts Reviews
MONTHLY BREAKDOWN OF TIME SPENT 18
(on Android devices, September 2011 average)
Dialer
6% All other Apps
53%
Texting
14% Facebook and Twitter are more popular
Social Networking apps among women, while Google+ has
5% a larger reach among men.
Retail apps such as Barcode Scanner
Email/IM
5% (14% of Android users) and eBay
Mobile (13%) are growing in reach.
Browser Maps/Location
On average, app downloaders have 33
10% 4%
apps on their phones. 33
Music/Video 2%
Camera 1%
7. SIMULTANEOUS USAGE17 TOP SOURCES OF INFORMATION19
Percent of consumers who did the following on Preferred sources for product and service
their tablet while watching TV... information
Programming Consumer Ratings 63%
Commercials Consumer Reviews 62%
Total 50%
Company’s Website
Female
Checked Male Call Center 47%
email site Email 45%
Video Clip 34%
Surfed web Live Chat 30%
for unrelated Company’s Facebook 15%
information
Mobile App 9%
Online Ad 8%
Visited a
social net- Company’s Twitter 7%
working site
MONTHLY DATA USAGE8
(by age, in MB)
Looked up info…
…related to the 578 Q3 2011
TV program I 534 Q3 2010
was watching
…on a product for
412
an ad I saw on TV 321
264
…on coupons or 216 232
177
deals related to
90
122 133 70
an ad I saw on TV 59 30
0 10 20 30 40 50 60 70 13–17 18–24 25–34 35–44 45–54 55–64 65+
TOP RETAIL AND CONSUMER ELECTRONICS WEBSITES3
(by audience size in millions)
100 min./person
TIME SPENT (log scale)
TOP 5 WEBSITES
Computer & consumer electronics Apple
Mass merchandiser 68.7
50 Microsoft
33% of Americans online 93.8
visited Amazon in September.5 Amazon
72.0
20
Walmart
Target Stores
26.0 34.5 Young women and those with middle
10 incomes ($25k–75k) are more likely
10.0
19.5 Adobe to visit Computer and Consumer
Overstock.com CNET 28.0 Electronics websites. Young men and
5 23.5 those with higher incomes ($100k+)
ShopAtHome.com
are more likely to visit Consumer
Mozilla Electronics news sites.5
25.7
2
5% 10% 20% 50%
ACTIVE REACH (log scale)
8. The Globally Connected Consumer
Nielsen's survey of more than 25,000 online respondents from 56 countries around
the world reveals consumer's multi-screen purchase behavior/intentions.
DEVICE PENETRATION20
Percentage of online respondents a… Smart- Tablet
who… phone
6% Already own
11% Will purchase
HD
HD TV
3D TV
TV with
Internet
Worldwide Already own Will purchase
HD HD TV 35% 23%
3D TV 6% 23%
TV w/Internet 17% 23%
Smartphone 36% 21%
Tablet 12% 19%
Latin America
23%
26% 22%
5%
19% 30%
25% 5%
30%
31%
9. DEVICE PENETRATION19,20
Percentage of online respondents a… Smart- Tablet
who… phone
6% Already own
11% Will purchase
HD
HD TV
3D TV
TV with
Internet
Asia Pacific
26%
Europe
13% 27%
44%
18%
10%
30%
6%
18% 31%
14% 31% 7%
12% 4% 37% 28%
15%
12% 31%
Middle East, Africa, Pakistan
28%
20%
31%
13%
11% 19%
27%
8% 29%
27%
10. Sources & Notes
SOURCES NOTES
1. Nielsen. National People Meter, Universe Estimates ° Includes those viewing at least one minute (reach)
(November 2011) within the measurement period. This includes Live
2. Nielsen. Mobile Media Marketplace (Q3 2011) viewing plus any playback within the measurement
period.
3. Nielsen. NetView (September 2011)
4. Nielsen. Mobile Netview (September 2011) °° Internet figures are from home and work.
Hours:minutes for Internet and video use are based
5. Nielsen. Based on Universe Estimates for the 15th of on the universe of persons who used the
each month, Home & Work (Q2 2011) Internet/watched online video via their computers.
6. Nielsen. (Q2 2011) All Internet figures are weekly or monthly averages
7. NM Incite. State of Social Media Survey (April 2011) over the course of the quarter.
8. Nielsen. U.S. Mobile Insights, National (Q3 2011) * Due to a change in the format of Netflix stream
9. Nielsen. (May 2011) URLs, streaming for the Netflix brand was not
reported in the April and May VideoCensus reports.
10. Nielsen. Data uniquely based on the Total This was corrected with June-forward reporting.
Population in the US—all 297 million Americans
over age 2—whether or not they have the ** Video user projection, time spent and composition
technology (Q2 2011) data based on survey analysis of past 30 day use
during the period. The mobile video audience figures
11. Nielsen. U.S. Mobile Video Survey (Q3 2011) in this report include mobile phone users (aged 13+)
12. Nielsen. Netflix/Hulu survey (March 2011) who access mobile video through any means
13. Nielsen. Custom Survey (November 2011) (including mobile Web, subscription-based,
14. CTAM/Nielsen. “Roadmap to Video Apps downloads and applications).
(What Makes Viewers APPy?).” (August 2011) ^ Includes Live usage plus any playback viewing within
15. Nielsen. VideoCensus (September 2011) the measurement period. Timeshifted TV is playback
primarily on a DVR but includes playback from VOD,
16. Nielsen. VideoCensus, Home & Work (May 2011)
DVD recorders, server based DVR’s and services like
17. Nielsen. Applications Playbook (Q3 2011) Start Over.
18. Nielsen. Smartphone Analytics, Device Metering ^^ Nielsen’s mobile survey reports mobile video usage
Data (September 2011) for those users 13 and older. This 12-17 is T13-17
19. NM Incite (October 2011) for all mobile data.
20. Nielsen, Global Omnibus Survey, (O3 2011) ^^^ Due to a change in the type of call used behind
Facebook’s AJAX interface, Nielsen NetView data for
Facebook page views and duration were
underreported for June and July. This was corrected
with August-forward reporting.