MUMBAI: Consumers in the US are embracing all the various video platforms available to them.

MUMBAI: Consumers in the US are embracing all the various video platforms available to them.

According to the Nielsen Cross-Platform Report for the second quarter of Q2 2011, roughly half (48 per cent) of Americans now watch video online, compared to 10 per cent for mobile and 97 per cent for traditional TV. Even with already near-universal usage levels, traditional TV viewing saw an increase of two hours 43 minutes per month—with New Orleans taking the lead as the city that watches the
most primetime TV.

Over the past two years, since second quarter of 2009, timeshifted TV viewing jumped 31 per cent with near-constant growth. Americans spend more than quadruple the time per week watching timeshifted content on a TV (via DVR, video on demand or DVD playback) as they do online

Americans in the age group 25-64 years spend the most time watching timeshifted content but Americans 65+ and kids 2-11 are catching up, with heightened growth in time spent in recent quarters. Both groups experienced double-digit growth in time spent over last year, while those middle demographics remained relatively the same.

White consumers are the most likely to have a DVR and, compared to all DVR households, timeshift more content than other ethnic groups.

How are Americans Tuning In? Subscription shifts underscore that Americans are putting a new emphasis on broadband. Nearly three-fourths (72 per cent) of US TV homes pay for both a cable-plus TV subscription (cable, satellite or Telco) and broadband Internet. In fact, households with both cable-plus and broadband saw year-over-year growth of nearly seven per cent.

How Does Geography Factor? Just as there are viewing differences across age, gender and ethnicity, there are regional differences as well.
According to the Nielsen Cross-Platform Report:

- The south spends the most time watching TV, with New Orleans taking the top spot.

- Baltimore has the highest video game console penetration.

- Dallas has the highest DVR penetration.

- Consumers in the Pacific (West) Region spend the most time watching video on the Internet while the East South Central region spends the most time on the Internet

- Miamians are most likely to have a mobile phone in their pockets.

- Bostonians have the highest Internet-enabled computer penetration.

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