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MUMBAI:
US media research company Nielsen has announced in its second
'A2/M2 Three Screen Report' that US usage of TV, Internet
and Mobile – the three screens – continues to increase.
As
of third quarter of 2008, the average person in the US watched
approximately 142 hours of TV in one month. In addition, people
who used the Internet were online 27 hours a month, and people
who used a mobile phone spent three hours a month watching
mobile video.
Furthermore,
the average time a US home used a TV set during the 2007-08
television season was up to eight hours and 18 minutes per
day, a record high since Nielsen started measuring television
in the 1950’s.
Nielsen
vice chairperson Susan Whiting says, “Americans keep
finding more time to spend with the three screens. TV use
is at an all-time high, yet people are also using the Internet
more often – 31 per cent of which is happening simultaneously.”
Key
facts from the report include:
-
Americans
are spending more time than ever with their televisions,
computers and mobile phones, with television remaining
the dominant screen, watched more than 142 hours a month
– five hours more than last year.
-
Americans
spend more than six hours per month watching timeshifted
TV, which is more than double the amount of time they
watch video online.
-
Men
are more likely than women to watch video on mobile phones,
while women are more likely then men to watch video on
the Internet.
- During
the third quarter, there was no shortage of online video
content with events including the Olympics, Major League
baseball games, the political conventions and debates, and
the financial crisis. Online video use grew steadily through
the quarter.
Whiting
adds, “Our numbers show that TV remains the dominant
choice for most Americans, yet timeshifting as well as videos
on the Internet and on mobile phones, continue to be the trends
to watch.”
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