STATE OF THE MEDIAU.S.ConsumerUsageReport2012
The Media Universe                                                                                                        ...
How we use our devices                                                                           Content we accessTo under...
Upcoming SlideShare
Loading in …5
×

Nielsen US. Consumer usage report 2012

3,934 views

Published on

  • Be the first to comment

Nielsen US. Consumer usage report 2012

  1. 1. STATE OF THE MEDIAU.S.ConsumerUsageReport2012
  2. 2. The Media Universe The consumer solar system has an increasing number of media options in its orbit. CONSUMER MEDIA USAGE 2 MONTHLY AVERAGE, Q2 2012COMPUTER & MOBILE DEVICE OWNERSHIP 1 SOCIAL MEDIA USERS 3 USAGE BY PLATFORM, SEPT. 2012 Computer1a Computer 164 M Traditional TV Smartphone app 85 M Traditional TV 144.54 6d:00h:54m Mobile web browser 81 M (144 hours 54 minutes) 212 M of 278 M Internet Each month TELEVISION OWNERSHIP 4 users are active online consumers are spending DEVICE OWNERSHIP AMONG AMERICANS WITHIN TV HOMES, SEPT. 2012 (Sept. 2012) more time with more media, across all devices under the sun. 86% Tim e-s hift DVD player Smartphone 1b DV 11h ed TV :33 m D /B Ga 5h lu-r o on 0m e ARE: 52% A Vide 5h:2 obil et m :13 ay Internet on 75% Television e c 6h:2 1m Intern SH nd m on n m on 6m T r a computer HD so ph eo o 1d:4h:29m HD capable le oi E RK e dO (28 hours 29 minutes) One TV Set Vid MA 56% 31 M S 5h:5 of mobile Others 6% subscribers 56% Two Sets BlackBerry 7% (Q3 2012) E-Reader 1c Video game 64 M console 289 M S i O ple 35 % Ap Four+ PIE 17% Tablet1d 52% Sets 119 M People own at least of connected Digital one television device owners (Q3 2012) cable 16% Three Sets of TV households 47% 75 MPulled out of orbit 44% DVR(devices receding in (Q2 2012) 55%ownership) Feature phone1b VCR 82% in 2009 9% 93% in 2003 Broadcast TV/Over-the-Air only 33% 16% in 2003 Satellite 4% Internet-enabled TVFactoids (per month)5TRADITIONAL TV TIME-SHIFTED TV GAME CONSOLE ONLINE VIDEO Women spend more time than Men watching traditional TV, 153 hours a month in total. Adults aged White viewers watch the most time-shifted TV, Hispanics and African-Americans 162 million Americans watch online video, averaging 5.9 hours per person in a month. 55+ watch the most traditional TV, more than 196 hours on average every month. African-Americans more than 12 hours per month on average. spend the most time using a game console, Asian-Americans spend the most time watching online video, more than 10 hours. spend twice as much time as Asian-Americans watching traditional TV, 202 hours vs. 90.5 hours. 25–54 years-olds spend 14.5 hours on average. 7.9 hours and 6.8 hours respectively. Men spend more time watching video on the Internet than Women, 6.5 hours average in total.
  3. 3. How we use our devices Content we accessTo understand consumers requires us to go beyond sales figures, exploring what devices TOP 5 ONLINE VIDEO DESTINATIONS 10 TOP 5 SHOPPING APPS 11they own and how they incorporate technology into their everyday lives. With greater Unique viewers in millions via computer, Sept. 2012 Unique smartphone users in millions, June 2012clarity and information, retailers, advertisers and manufacturers can better navigate theneeds of consumers, finding new opportunities to create and reach audiences. YouTube 136.1 M unique users eBay 13.2 M unique users Yahoo! 37.9 M Amazon 12.1 M 6 SHARE OF ONLINE TIME VIA COMPUTER VEVO 37.8 M Groupon 11.9 M Top 10 activities, by category 8.1% 5.2% AOL 24.9 M Shopkick 6.5 M Online 7.1% Videos/ games E-mail movies Facebook 22.6 M Livingsocial 4.3 M 20.1% 3.7% Social networks/ Portals blogs Livingsocial WHAT NETFLIX USERS WATCH 12 SMARTPHONE SHOPPER ACTIVITIES 13 78% Find a store 53% 47% 2.2% 3.2% 36% 19% 35% Sports Search 63% Check price online 11% 2.4% 2.7% 3.0% 22% Auctions News Software ’11 ’12 sites Comment on purchase Movies Movies & TV shows TV equally DEVICES USED TO ACCESS SHARE OF MOBILE TIME 8 SOCIAL MEDIA 7 Top 8 activities, by function 10.2% 14.1% Social 94% Computer Text networks 5.5% 5.3% 46% Mobile phone Dialer E-mail/IM 16% Tablet 4.4% 3.3% 7% Handheld media device Music Browser 4% Video game console 2.8% 0.9% 4% Internet-enabled TV Maps/ Camera 3% E-Reader location apps Sources: 1a Nielsen NetView, September 2012; 1b Nielsen Mobile Insights, Q3 2012; 1c Nielsen Connected Devices Report, Q3 2012; 1d Nielsen Cross-Platform Report, Q2 FEATURES TABLET BUYERS VALUE 9 2012; 2 Nielsen Cross-Platform Report, Q2 2012; 3 Nielsen NetView and Mobile NetView, September 2012; 4 Nielsen Media-Related Universe Estimates, September 2012; 5 Nielsen Cross-Platform Report, Q2 2012; 6 Nielsen NetView, September 2012; 7 Nielsen and NM Incites Social Media Report 2012; 8 Nielsen Mobile NetView, August 2012; 9 Nielsen Connected Devices Report, Q3 2012; 10 Nielsen VideoCensus, September 2012; 11 Nielsen Trusted brand 63% Mobile NetView, June 2012; 12 Nielsen, Custom Study, March/April 2012; 13 Nielsen Mobile Shopper Report, Q3 2012 Screen size 57% Performance features 54% App/media marketplace 44% http://www.nielsen.com Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/CAN Trademarks, L.L.C. Other product and service names are trademarks of their respective companies. 12/5420

×