DVR usage, online viewing rising in US

MUMBAI: The latest Nielsen‘s Three Screen report has revealed that DVR usage has also gone up by 21.1 per cent since Q3 2008. It also said that 99 per cent of video content in the US is viewed on traditional TV, while online video usage has surged by 34.9 per cent.

Said Nielsen director of cross-platform insights Nic Covey, "Americans today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the Internet and mobile devices to their media diet-consuming media anytime and anywhere possible."

In the third quarter of this year, the average American spent 31 hours watching television each week with 31 minutes spent on DVR viewing. An additional 4 hours per week is spent on the internet and 22 minutes is spent watching online video.

Mobile video usage stood at 3 minutes per week. The 65-plus viewers spend most of their time on traditional TV, with more than 43 hours.

The mobile video usage time is highest among teens 12 to 17: 13 minutes, well ahead of the 5 minutes spent with mobile video by the 18 to 24 and 25 to 34 groups.

The highest DVR usage, meanwhile, comes from the 25 to 34 demo (56 minutes), followed by the 35 to 44 group (52 minutes). The 18 to 24 and 25 to 34 age groups both spend an average of 35 minutes per week with online video, with the 35 to 44 set spending 33 minutes and the 45 to 54 set spending 30 minutes.

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