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THE
D I G I TA L
CONSUMER
FEBRUARY 2014

1

Copyright © 2014 The Nielsen Company
MEET
T O D AY ’ S
D I G I TA L
CONSUMER
For most American consumers, their everyday lives and their digital lives
are now wholly intertwined. So much so that in 2013, the Oxford Dictionary
officially codified the term digital detox – “a period of time during which
a person refrains from using electronic devices such as smartphones or
computers…” – by adding it and the definition to its online version (which,
ironically, is accessible only via a digital device.)
Today’s consumer is more connected than ever, with more access to and
deeper engagement with content and brands, thanks to the proliferation
of digital devices and platforms. Content that was once only available to
consumers via specific methods of delivery (such as via print, radio and
broadcast television) can now be sourced and delivered to consumers
through their multiple connected devices. This is driving the media
revolution and blurring traditional media definitions.

2

Copyright © 2014 The Nielsen Company
WHAT’S POWERING
THE NEW DIGITAL REALIT Y?
DEVICE OWNERSHIP = EMPOWERMENT
To put it simply, today’s consumer has a lot of digital devices. A majority
of U.S. households now own high-definition televisions (HDTVs), Internetconnected computers and smartphones, and they spend an average of 60
hours a week consuming content across multiple screens. In addition to
more devices, consumers now have more choices for how and when they
access content, such as broadband-only delivery of programming and DVRs
for time-shifted viewing.
In particular, the ownership of mobile devices is revolutionizing the
consumer shopping experience. Increasingly, consumers are relying on
mobile devices to research potential purchases and compare prices for
goods and services. As U.S. consumers continue to take advantage of
the convenience of anytime, anywhere browsing and shopping via their
smartphones and tablets, there is a huge opportunity for retailers and
brands to capture the full path-to-purchase.

THE DIGITAL LIVING ROOM
The rapid adoption of a second screen has transformed the traditional TV
viewing experience. Consumers are using smartphones and tablets in ways
that are natural extensions of the programming they watch, like looking
up information about the characters and plot lines, or researching and
purchasing products and services advertised just minutes before. Using
social media to engage with other viewers has also transformed the live
viewing experience for millions of consumers across the country.

3

THE DIGITAL CONSUMER
ALL SOCIAL, ALL THE TIME
Social media usage is now standard practice in our daily lives. Almost
two-thirds (64%) of overall social media users say they use social media
sites at least once a day via their computer, and almost half (47%) of
smartphone owners visit social networks every day. With the rapid
adoption of mobile devices, social media has a symbiotic relationship with
the mobile consumer. And social has played a pivotal role, empowering
consumers by providing a direct point of contact with the brands they use
and the content they access.

HISPANIC CONSUMERS ARE
DIGITAL TRAILBL AZERS
In the U.S., Hispanics make up the fastest growing population segment
and Nielsen expects this group to contribute to 60 percent of the
U.S. population growth in the next three years. They spend more time
consuming digital video than the national U.S. average, and they are
adopting smartphones at a much quicker rate. As an important and
growing consumer segment, Hispanic digital consumers are poised to be
even more inf luential in the coming years.

CONNECTING THE DIGITAL DOTS GETS YOU
CLOSER TO TOMORROW’S CONSUMER
It has never been a more important time to know how consumers
are behaving than in today’s fast evolving digital environment. More
than ever we need a clear view of what is happening today and the
implications for the coming years. Nielsen’s 2014 Digital Consumer
Report provides insight into what is propelling the new multiscreen,
always connected consumer lifestyle.
In the following pages, you’ll get a detailed snapshot of the dynamic
growth of mobile engagement, get familiar with the rapid uptake of
device ownership and learn how this technology is changing the way
consumers shop, access content and connect – so you can keep pace
with today’s consumer and plan for tomorrow.

4

Copyright © 2014 The Nielsen Company
A LOOK AT THE
MEDIA UNIVERSE
Not only do consumers have more devices to choose from, but they own
more devices than ever. In 2013, Americans on average own four digital
devices and ownership of many digital, mobile and connected devices has
reached critical mass. When looking at the average American household,
HDTVs (83%), Internet-connected computers (80%) and smartphones
(65%) are in a majority of households, with a near majority for digital
video recorders (49%) and gaming consoles (46%).
As a result of the explosion in digital and mobile device ownership,
American consumers are connected with screens throughout the day and
engage with media content for more than 60 hours per week. TV remains
at the center of consumer media consumption. However, increases in
time-shifted viewing and streaming video through a PC or smartphone
show that consumers are increasingly comfortable accessing content
whenever and wherever they want.

5

THE DIGITAL CONSUMER
2013
2011

DIGITAL
CABLE

2009

54%
51%
44%

PC
W/ INTERNET
80%
79%
75%

DVR
49%
42%
33%

0%

10%

20%

30%

40%

GAME
CONSOLE
46%
45%
42%

HDTV
83%
67%
41%

50%

60%

70%

80%

90%

100%

% OF TV HOMES
WHO OWN
DEVICES

DVD
PLAYER
83%
86%
89%
SMARTPHONE*
65%
44%
19%

SMART TV
16%

Source: Nielsen National
People Meter Panel,
September 2013.
Percent of TV homes that own
devices.*Nielsen Mobile Insights,

SATELLITE
31%
31%
29%

TABLET
29%
5%

September 2013. Percent of mobile
subscribers 18+ who own smartphones.

6

Copyright © 2014 The Nielsen Company
LOOKING
F O R WA R D
WHAT GADGETS WE PL AN TO UPGRADE
IN THE NEXT SIX MONTHS
TOTAL U.S. POPUL ATION

1/4

OF AMERICANS SAID
THEY PLAN TO BUY A
SMARTPHONE

18-24 YEAR OLDS

SMARTPHONES

30%
49%
COMPUTERS

26%
32%
GAME CONSOLES

11%

49%
HALF (49%) AGED
18-24 PLAN TO
UPGRADE A
SMARTPHONE

26%
TABLETS

8%
14%
E-READERS

4%

5%

2X

MEN ARE TWICE AS
LIKELY TO BUY A GAME
CONSOLE COMPARED
TO WOMEN

SMART TV

3%
6%

Source: Nielsen U.S. Social Media Survey, 2013

7

THE DIGITAL CONSUMER
WHAT ARE YOU
LOOKING AT?
Consumers today spend less time engaging with live content via
traditional TV compared with the same time a year ago. However
consumption of TV content has increased thanks to a signif icant rise in
hours watching timeshifted TV. When looking at Q2, 2013 compared with
the same quarter five years prior, computer-based video consumption is
up 157 percent, mobile users are spending 59 percent more time watching
video on their mobile devices. Indicating that consumers are embracing
opportunities to engage with content when and where they want.

DID YOU KNOW?

SMARTPHONE OWNERS SPEND

86% OF THEIR TIME USING APPS
VS. THE MOBILE WEB (14%)
Source: Nielsen Cross Platform Report, Q2 2013 , Nielsen Mobile NetView, July 2013

8

Copyright © 2014 The Nielsen Company
HOW CONSUMERS SPEND MEDIA TIME (HH:MM) EACH MONTH
+ CHANGE SINCE 2012

[ -2:44 ]

- CHANGE SINCE 2012

133 HRS 49 MIN
ON LIVE TV

34 HRS 17 MINS
USING BROWSERS/APPS
ON A SMARTPHONE*

[ -1:54 ]

13 HRS 12 MINS
WATCHING TIME-SHIFTED TV

7 HRS 7 MINS
USING A GAME CONSOLE

6 HRS 41 MINS
WATCHING VIDEO ON INTERNET

5 HRS 48 MINS
MOBILE SUBSCRIBERS WATCHING
VIDEO ON A MOBILE PHONE

5 HRS 24 MINS
USING A DVD/BLU-RAY DEVICE

[ +9:52 ]

27 HRS 3 MINS
USING THE INTERNET
ON A COMPUTER

[ +1:42 ]

[ +0:29 ]

[ +0:43 ]

[ +0:23]

[+0:07 ]

Sources: Nielsen Cross Platform Report, Table 3 - Monthly Time Spent by Medium, Q3 2013.
*Nielsen, Mobile NetView 3.0, Q3 2013. Average of total minutes per person each month using apps and mobile web on smartphones.

9

THE DIGITAL CONSUMER
WHAT DO
BROADBAND-ONLY
HOUSEHOLDS
LOOK LIKE?
A small but growing group of consumers are opting for broadband
connections and connected devices as their primary source for watching
video at home. In particular, more than half (52%) of broadband-only
homes skew towards younger demographics (18-34) compared to
traditional TV households.

80%

Compared to traditional TV households, broadband-only homes are twice
as likely to own game consoles (80%) and own tablets (41%). While this
group makes up less than one in 20 households, they have doubled
in number over the last few years, marking these early adopters key to
understanding how the living room will evolve in the future.

OF BROADBAND-ONLY
HOUSEHOLDS OWN
GAME CONSOLES

DISTRIBUTION OF PERSONS VIEWING

TRADITIONAL TELEVISION HOUSEHOLD

AGES 18-24

AGES 25-34

BROADBAND-ONLY HOUSEHOLD

23%
7%

11%

29%

AGES 18-24

AGES 25-34

Source: NPOWER, Share of P2+ PUT, 9/28 – 10/20/13, Total Day

10

Copyright © 2014 The Nielsen Company
THE NEW
STREAMING
ENVIRONMENT
How consumers watch video is changing with the adoption of new
devices. Already, 38 percent of U.S. consumers say they subscribe or use
Netf lix to stream video, up from 31 percent in 2012. Netflix users are
streaming across new screens including Smart TV (17%), tablets (15%),
and directly on their computer (44%). And streaming video is growing
outside of the home as well, with 23 percent of Netf lix users saying they
watch on mobile phones, up from just 11 percent in 2012.

34%

47%

HOW ARE
NETFLIX AND
HULU USERS
STREAMING?
NETFLIX
HULU PLUS
COMPUTER

MOBILE PHONE

17%

CONTENT NETFLIX USERS WATCH
2013

34%
2012

MOVIES

23%

SMART TV

17%
14%

47%

34%
TV & MOVIES
EQUALLY

44%
43%

47%
44%
35%
44%
35%

44%
22% 35%

TV SHOWS

19%

CONNECTED COMPUTER TO TV

16%
15%
TABLET

15%
14%
INTERNET CONNECTED BLU-RAY

15%
13%

Wii

13%

21%

PS3

10%

16%

XBOX 360

12%
14%

22%

Source: Nielsen Over-the-Top Video Analysis, July 2013

11

THE DIGITAL CONSUMER
CONSUMER SPOTLIGHT

HISPANICS ARE
AHEAD OF THE
DIGITAL CURVE
Hispanic consumers have rapidly adopted multiple-screens into their
daily video viewing routines and represent 47 million traditional TV
viewers in the U.S. and growing. They spend more time viewing video on
digital devices, with the average Latino spending more than eight hours
watching online video each month, which is over 90 minutes longer than
the U.S. average.
Hispanics are adopting smartphones at a higher rate than any other
demographic group: nearly three in four Latinos own smartphones (72%),
close to 10 percent higher than average in the U.S.. It’s little surprise that
10 million watch video on their mobile phones for an average of more
than six hours per month.

16%

DATA USAGE IS
16% HIGHER AMONG
HISPANICS COMPARED
WITH THE NATIONAL
AVERAGE

49%
OF LATINO
RESPONDENTS SAID
THEY PLANNED TO
REPLACE OR UPGRADE
SMARTPHONES WITHIN
THE NEXT SIX MONTHS

2X

HISPANICS ARE TWICE
AS LIKELY TO UPGRADE
THEIR TABLETS (15%) IN
THE NEXT SIX MONTHS

Sources: Nielsen Cross Platform Report, Table 2 Overall Usage by Medium, Q3 2013.
Nielsen Mobile Insights, Q3 2013.
Nielsen Bill Panel, Q3 2013.
Nielsen U.S. Social Media Survey, 2013.

12

Copyright © 2014 The Nielsen Company
15 PERCENT OF AMERICA’S ADULT
POPUL ATION ARE HISPANICS AND
GROWING *...

12%

OF MOBILE SHOPPERS
ARE HISPANIC

1 IN 5

SOCIAL MEDIA USERS
VIA MOBILE APPS
ARE HISPANIC

COMPARING MONTHLY TIME SPENT BY HISPANIC CONSUMERS
VERSUS THE TOTAL U.S. POPUL ATION
HISPANIC 2+

GENERAL U.S. POPUL ATION 2+

7:52
7:07 USING A GAME CONSOLE (HH:MM)
7:52
7:07
7:52
7:07

8:21 WATCHING VIDEO ON INTERNET (HH:MM)
6:41
8:21

6:41
8:21
6:41

MOBILE SUBSCRIBERS WATCHING
VIDEO ON A MOBILE PHONE (HH:MM)

6:22
5:48
6:22

5:48
6:22
5:48
* Source: 2013 U.S. Census Bureau
Sources: Nielsen Mobile Shopping Report, Q3 2013; Nielsen Cross Platform Report, Table 3 - Monthly Time Spent by Medium, Q3 2013;
Nielsen Mobile NetView, July 2013;

13

THE DIGITAL CONSUMER
THE NEW
TWO-SCREEN
MINIMUM
Connected devices such as smartphones and tablets have become
constant companions to consumers on the go and in the home. Eightyfour percent of smartphone and tablet owners say they use their
devices as second-screens while watching TV at the same time. When
using connected devices simultaneously, opportunities exist to deepen
consumer engagement with content on the primary screen.
As shown on the following page, consumers are more likely to reach for
a tablet than a mobile phone as the second screen, with the exception of
email / texting friends about the program.

Source: Nielsen Connected Devices Report, Q3 2013.

14

Copyright © 2014 The Nielsen Company
CONNECTED DEVICE OWNERS USAGE WHILE WATCHING TV
TABLET
66%
49%

SURFED THE WEB

41%
29%

LOOK UP INFO ON ACTORS,
PLOTLINES, ATHLETES, ETC

SMARTPHONE
44%
24%

SHOPPING

23%
29%

EMAIL/TEXT FRIENDS ABOUT THE
PROGRAM

29%
27%

CHECKING SPORTS SCORES

18%

12%

READ DISCUSSION ABOUT TV
PROGRAM ON SOCIAL MEDIA
SITES

14%

12%

17%

7%

9%

10%

BUY A PRODUCT/SERVICE BEING
ADVERTISED

VOTE OR SEND COMMENTS TO A
LIVE PROGRAM

WATCHED CERTAIN TV
PROGRAM BECAUSE OF
SOMETHING READ ON SOCIAL
MEDIA

Source: Nielsen Connected Devices Report, Q3 2013.

15

THE DIGITAL CONSUMER
THE NEW
SOCIAL NORM
Social media usage continues to grow as the need to stay connected with
social networks becomes ingrained into the daily lives of consumers.
Almost two-thirds (64%) of social media users say they use social media
sites at least once a day via their computer.
But, increasingly, consumers are reaching for their smartphones over
traditional computers to access social networks. Almost half (47%) of
smartphone owners visited social networks every day and in the last year,
and the unique audience for social media smartphone apps increased
37 percent.
As digital consumers find their own mix of devices and platforms to
access and engage with social media, they are building profiles and
connections on multiple social networks as well. While Facebook remains
the largest social network in both the Web and mobile, consumers are
embracing other social platforms such as LinkedIn (up 37% among
users), Pinterest (triple unique users on smartphone apps), and
Instagram (nearly double the number of unique users in 2013).

UNIQUE AUDIENCE OF SOCIAL MEDIA WEBSITES AND APPS BY PL ATFORM
JULY 2012

JULY 2013

-10%

148,028,000
163,589,000
PC/COMPUTER
BROWSERS

+37%

120,396,000
87,797,000
SMARTPHONE
APP

+26%

102,097,000
81,120,000
SMARTPHONE
WEB BROWSERS

Sources: Nielsen NetView, July 2013. Nielsen Mobile NetView, July 2013.

16

Copyright © 2014 The Nielsen Company
WHERE
WE GET SOCIAL
While the home remains the most prevalent location for logging onto
social media sites, today’s constantly connected consumers are active
on social media sites anywhere they go. Two in f ive (39%) Americans
get digitally social while at work, and one in f ive (21%) have logged onto
social sites while in the bathroom in the past 30 days.

WHERE WE USE SOCIAL MEDIA ALSO DEPENDS ON WHO IS USING IT

1/2

48%
IN THE CAR

of moms with kids under
13 years-old are using
social media in the car
vs. 31 percent overall.

IN THE OFFICE

2X

44%
AT A RESTAURANT

of young adults ages
(25-34) social network
around the restaurant
table vs. 31 percent
overall.

Half of adults ages 25-34
use social media at work
(56%), and wealthier
households ($150k+) are
the most likely to network
in the office (57%), vs.
only one-third (35%)
overall.

IN THE BATHROOM

Young adults ages 18-24 are
twice as likely (40%) to
use social media in the
bathroom compared to the
average (21%).

Source: Nielsen U.S. Social Media Survey, 2013.

17

THE DIGITAL CONSUMER
WHAT
SOCIAL NETWORKS
DO WE USE?

TOTAL FACEBOOK BLOGGER TOTAL LINKEDIN FACEBOOK TWITTER BLOGGER PINTEREST LINKEDIN - TOTAL
TWITTER FACEBOOK PINTEREST BLOGGER LINKEDIN TWITTER PINTEREST -

148 M
132 M
46 M
148 M MONTHLY SOCIAL MEDIA UNIQUE AUDIENCE
39 M
132 M ON COMPUTERS (IN MILLIONS)
32 M
46 M
27 M
39 M
YOY%
148 M
32 M
-14%
132 M
27 M
-22%
46 M
39 M
+37%
32 M
-14%
-2%
27 M

FACEBOOK
INSTAGRAM
TWITTER
FACEBOOK
GOOGLE+
INSTAGRAM
PINTEREST
TWITTER
GOOGLE+
FACEBOOK
PINTEREST
INSTAGRAM
TWITTER
GOOGLE+
PINTEREST

120 M ON SMARTPHONE APPS (IN MILLIONS)
109 M
35 M
120 M
31 M
109 M
21 M
35 M
16 M
31 M
120 M
21 M
109 M
16 M
35 M
31 M
21 M
16 M

MONTHLY SOCIAL MEDIA UNIQUE AUDIENCE

-

YOY%
+39%
+79%
+38%
+117%
+233%

MONTHLY SOCIAL MEDIA UNIQUE AUDIENCE
ON SMARTPHONE BROWSERS (IN MILLIONS)

TOTAL - 102M
FACEBOOK - 93 M
56 M
TWITTER -- 102M
TOTAL
BLOGGER - 23 M
FACEBOOK - 93 M
LINKEDIN - 56 M
17 M
TWITTER PINTEREST - 17 M
23 M
BLOGGER -- 102M
TOTAL
LINKEDIN - 17 M
FACEBOOK - 93 M
PINTEREST - 56 M
TWITTER - 17 M
Sources: Nielsen NetView, July 2013. Nielsen Mobile NetView, July 2013.
BLOGGER - 23 M
LINKEDIN - 17 M
18
PINTEREST - 17 M

YOY%
+26%
+32%
+13%
+80%
+22%

Copyright © 2014 The Nielsen Company
MONTHLY TIME SPENT ON SOCIAL NETWORKS (HH:MM)

MONTHLY SOCIAL MEDIA TIME SPENT
PER PERSON ON COMPUTERS (HH:MM)

6:24
FACEBOOK

0:36
TWITTER

0:36
PINTEREST

0:17
BLOGGER

0:18
LINKEDIN

1:39
PINTEREST

0:11
GOOGLE+

0:04
LINKEDIN

0:03
PINTEREST

MONTHLY SOCIAL MEDIA TIME SPENT
PER PERSON ON SMARTPHONE APPS (HH:MM)

7:43
FACEBOOK

3:40
INSTAGRAM

3:07
TWITTER

MONTHLY SOCIAL MEDIA TIME SPENT
PER PERSON ON SMARTPHONE BROWSERS (HH:MM)

0:40
FACEBOOK

0:11
TWITTER

0:06
BLOGGER

Sources: Nielsen NetView, July 2013. Nielsen Mobile NetView, July 2013.

19

THE DIGITAL CONSUMER
TREND SPOTLIGHT:
SOCIAL TV
Regardless of which platform is used, social media is truly part of our
lives and increasingly part of living room routines as we’re watching
TV. On an average day, roughly one million Americans turn to Twitter to
discuss TV, and those tweets are read 11 million unique users on Twitter.
So what TV programs are generating the most social engagement? Here
are the most social TV series on Twitter in Fall 2013.
NIELSEN TWITTER TV RATINGS: TOP 10 SERIES PROGRAMS BY
AVERAGE UNIQUE AUDIENCE*

AVERAGE
UNIQUE AUDIENCE

NETWORK	

PROGRAM

	 1

AMC		

Breaking Bad			

6.0M

	 2

AMC		

The Walking Dead		

FX		

American Horror Story: Coven	

ABC		

Scandal				

ABC		

Dancing With the Stars		

2.2M

	6

NBC		

The Voice			

2.1M

	 7

FOX		

Glee				

2.0M

	8

FOX		

The X Factor			

1.8M	

	9

MTV		

Catfish: The TV Show		

1.8M

	 10

MTV		

Awkward.			

1.5M

OVER 10.2 MILLION PEOPLE
VIEWED APPROXIMATELY
30 TWEETS ON AVERAGE
EACH ABOUT THE 2013
AMERICAN MUSIC AWARDS

2.3M

	5

10.2M

2.9M

	4

OVER 9.1 MILLION PEOPLE
SAW ONE OR MORE OF THE
1.2 MILLION TWEETS SENT
ABOUT THE BREAKING BAD
SERIES FINALE

4.9M

	3

9.1M

MOST TWEETED
PROGRAM TYPES, 2013

TWEETS

492M
338M
106M
42M
29M

SPORTS EVENT
SERIES
SPECIAL
FEATURE FILM
OTHER **

Source: Nielsen SocialGuide (Data from 9/1/2013 - 11/30/2013)
*The earliest date that Nielsen Twitter TV Ratings are available for is 9/1/13. Sports events are not included.
** Other includes: Sports non-event, TV Movie, Miniseries, Paid Programming, Short Film

20

Copyright © 2014 The Nielsen Company
TOP FIVE MOST TWEETED SERIES GENRES, 2013

TWEETS

110M
85M
43M
43M
33M

REALIT Y
DRAMA
MUSIC
COMEDY
SITCOM

TOP TWEETED EPISODES / EVENTS BY PROGRAM T YPE (TOTAL TWEETS)

26M

19M

1.9M

1.9M

26M

2/3/2013
SUPER BOWL XLVII
NETWORK: CBS
SPORTS EVENT

19M

8/25/2013
2013 MTV VIDEO
MUSIC AWARDS

.8M

.8M

1.2M

1.2M

8/27/2013
PRETTY LITTLE LIARS

10/10/2013
GLEE

12/3/2013
THE VOICE

NETWORK: ABC FAMILY

NETWORK: FOX

NETWORK: NBC

COMEDY SERIES

REALITY SERIES

DRAMA SERIES

NETWORK: MTV
SPECIAL

Source: Nielsen SocialGuide, 2013.

21

THE DIGITAL CONSUMER
MOBILE
TICKS ALL THE
SHOPPING BOXES
As U.S. consumers continue take advantage of the convenience of
anytime, anywhere browsing and shopping via their smartphones and
tablets, there is a huge opportunity for retailers and brands to capture
the full path-to-purchase of the online shopping experience.
Mobile retail is gaining momentum, with more than four in f ive (87%)
smartphone and tablet owners using a mobile device for shopping
activities.
Mobile shopping gives marketers opportunities to reach out throughout
the consumer’s purchase journey from start to finish. From consumers
searching for more product information or price comparisons while in
retail showrooms, to shopping directly on their device from the comfort
of home, to sharing reviews and commenting on retail experiences
and purchases through social media, mobile commerce is empowering
consumers and providing brands with new consumer touchpoints.

COMPARING ACTIVITIES AMONG MOBILE SHOPPERS
TABLET
39%
76%

USING STORE LOCATOR
TO FIND STORE
14%
49%

USING LISTS
WHILE SHOPPING
Source: Nielsen Mobile Shopping Report, Q3 2013
45%
39%

22

SMARTPHONE
51%
66%

CHECKING PRICE

10%
49%

USING
MOBILE COUPON
27%
37%

65%
59%

RESEARCHING ITEM
BEFORE PURCHASE
55%
47%

READING REVIEW OF RECENT/
FUTURE PURCHASE
40%
32%

Copyright © 2014 The Nielsen Company
COMPARING ACTIVITIES AMONG MOBILE SHOPPERS (CONTINUED)
TABLET
45%
39%

MAKING A
DIGITAL PURCHASE

40%
32%

27%
37%

USING A DEVICE
FOR PAYMENT

27%
21%

PURCHASE A SERVICE

SMARTPHONE

PURCHASING A
PHYSICAL ITEM ON DEVICE

23%
14%

21%
26%

WRITING A REVIEW OF
A PURCHASE

USING SOCIAL MEDIA TO
COMMENT ON PURCHASE

WHAT CHARACTERIZES THE MOBILE SHOPPER AMONG DIGITAL CONSUMERS?

Men and women are
equally active shoppers on
smartphones and tablets

More that one quarter
(28%) earn more
than $100k

Locating a store is the
most likely activity among
mobile shoppers who use a
smartphone

Mobile shoppers skew
younger with the majority
under the age of 45

Reading reviews of
recent / future purchases
is the most likely activity
for tablet owners

Source: Nielsen Mobile Shopping Report, Q3 2013

23

THE DIGITAL CONSUMER
GLOSSARY
TV HOUSEHOLD: Nielsen defines a TV household as a home with
at least one operable TV/monitor with the ability to deliver video via
traditional means of antennae, cable STB or satellite receiver and /or
with a broadband connection.
TRADITIONAL TV: Watching live or time-shifted content on a television
set.
DIGITAL CABLE: Wired cable delivered through digital signals to your
home.
SATELLITE: A paid TV subscription where the signal is distributed to an
orbiting satellite. The amplified signal is then re-transmitted to the home
and received via a dish. (Sometimes, also referred to as “dish”).
BROADBAND: A paid, high-speed Internet access delivered via DSL,
Cable Internet through cable provider, Fiber-Optic Service, U-Verse,
Satellite Internet, Data Card (aircard that connects to a cellular phone
network) or PC tethered to cell phone (cellular phone network).
COMPUTER: Desktop and laptop PC users who access the Web using
browsers.
SMARTPHONE: A mobile phone that with an operating system which
allows users to install and upgrade software/apps, with or without
touchscreen interfaces.
TABLET: A touchscreen computer with internet connectivity, either via
WiFi or high-speed 3G/4G wireless internet.
TIME-SHIFTED VIEWING: Typically refers to recording of content to a
storage device, like a digital video recorder for viewing at a later time, or
video on demand.
SMART TV: A television set with internet connection capabilities
SOCIAL TV: A conversation that takes place on social networks (e.g.,
Twitter) related to and happening around linear television programming.

24

Copyright © 2014 The Nielsen Company
SOURCING &
METHODOLOGY
TELEVISION METHODOLOGY (Q3 2013)
Television usage stats come from Nielsen’s national panel of TV homes.
Traditional TV includes Live usage plus any playback viewing within
the measurement period. Metrics for Using a DVD/Blu Ray Device and
Using a Game Console are based on when these devices are in use for
any purpose, not just for accessing media content. The data cited in the
Cross-Platform Report was collected during Q3 2013.

NIELSEN NETVIEW (JULY 2013)
An online panel of who install software on their home and work
computers to share their activity using the Internet. Panelists use this
proprietary software at the aggregate level, which is then calibrated
using a hybrid methodology to be representative for the entire U.S.
population. There are 200k+ panelists ages 2+ in the U.S. that
participate in the online panel for NetView. The data cited in this report
comes from July 2013.
NIELSEN VIDEOCENSUS (JULY 2013)
Sharing to Nielsen’s online panel with NetView, this software is also
installed on home and work computers to measure streaming video
viewers in their web browser. Using a hybrid methodology, their
streaming video activity is projected to be representative for the entire
U.S. population. There are 200k+ panelists ages 2+ in the U.S. that
participate in the online panel for VideoCensus. The data cited in this
report comes from July 2013.

NIELSEN MOBILE NETVIEW (JULY 2013)
Nielsen’s on-device software, Mobile NetView, is installed with
permission on panelist smartphones (Android and iOS handsets).
Mobile app and web usage are electronically measured through this optin panel. There are ~5,000 panelists ages 18+ that participate in the U.S.
panel nationally. The data cited in this report was collected in July 2013
in the U.S.

25

THE DIGITAL CONSUMER
NIELSEN CROSS PLATFORM REPORT (Q3 2013)
A quarterly report compiling measurement from across Nielsen
products. Tables 2 and 3 of the report are based on users of each
medium per month. Sources include: Traditional TV, Timeshifted TV,
DVD, Game Consoles 07/01/13 - 09/29/13 via Nielsen NPOWER/NPM
Panel, Online 07/01/13 - 09/30/13 via Nielsen Netview and Nielsen
VideoCensus, Mobile 07/01/13 - 09/30/13 via Nielsen Mobile Video
Report/Mobile Insights.
NIELSEN U.S. SOCIAL MEDIA SURVEY (2013)
The Nielsen U.S. Social Media Survey 2012 is based on a representative
sample of 2,020 adult (18+) social media users who were recruited from
the Nielsen Online Panel to take an online survey. “Social media user” is
defined as participating, talking, and networking online through various
platforms to share information and resources. This includes Internet
forums, blogs, Facebook, Twitter, video sharing, consumer rating and
other social networking websites. The survey fielded from October 25 to
November 2, 2013.
NIELSEN NATIONAL PEOPLE METER PANEL (SEPTEMBER 2013)
A panel of households in the U.S. who use Nielsen’s proprietary
television metering hardware installed on their televisions to share their
TV viewing habits at the program level. This panel of 20k+ households
provides information about the TV programs they watch (at the
aggregate level) and additional video sources connected to the TV. The
data cited in this report was collected in September 2013.
NIELSEN OVER-THE-TOP VIDEO ANALYSIS (JULY 2013)
Survey-based data from the Nielsen Online Panel conducted as part of
the Nielsen Over-the-Top Video Analysis. The survey was conducted in
July 2013 with a sample of over 2000 consumers, including 1,000 Netflix
users and 600 Hulu users.
CONNECTED DEVICES REPORT (Q3 2013)
The insights from Nielsen’s Mobile Connected Device Report were
gathered from general population sample 13+ yrs and with 9,448
respondents who own a Tablet, e-Reader, Smartphone or Streaming
Capable Device. Device owners were identified from general population
sample as well as through Nielsen’s Mobile Insights syndicated tracking
study. The respondents completed an online, self-administered survey at
the start of September 2013.

26

Copyright © 2014 The Nielsen Company
NIELSEN SOCIALGUIDE (2013)
Nielsen SocialGuide collects Tweets about TV programs across 250 U.S.
TV networks in real-time. Using data from Twitter’s fire hose, SocialGuide
ensures comprehensive, accurate collection through automated and
dynamic classifier creation, a rich TV program metadata database, and
human auditing. SocialGuide collects relevant Tweets from three hours
before, during and three hours after an episode’s initial broadcast, local
time. Unique Audience and Impressions of relevant Tweets are measured
from when the Tweets are sent until the end of the broadcast day at 5am.
NIELSEN MOBILE SHOPPING REPORT (Q3 2013)
The insights from Nielsen’s Mobile Shopping Report were gathered from
general population sample 18+ yrs and with 3,032 total respondents who
own either a Tablet or a Smartphone and have done a mobile shopping
activity in the past 30 days. A Mobile Shopper is defined as someone who
has done a “mobile shopping” activity on a Smartphone or Tablet in the
past 30 days. The respondents completed an online, self-administered
survey in September 2013.
NIELSEN CUSTOMER VALUE METRICS (Q2 2013)
A bill-scraping platform that measures actual mobile charges and usage
by passively collecting information from online bills. The sample consists
of 30,000+ opt-in panelists and 65,000+ line-level bills each month using
advanced e-bill scraping technology. The sample consists of postpaid,
non-corporate liable consumers that belong to the top 4 carriers. Nielsen
Customer Value Metrics data cited in this publication was collected during
Q2 2013.

ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company
with leading market positions in marketing and consumer information, television and
other media measurement, online intelligence, mobile measurement, trade shows
and related properties. Nielsen has a presence in approximately 100 countries, with
headquarters in New York, USA and Diemen, the Netherlands.
For more information, visit www.nielsen.com.
Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo
are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product
and service names are trademarks or registered trademarks of their respective companies.
14/7133

27

THE DIGITAL CONSUMER
28

Copyright © 2014 The Nielsen Company

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The Digital Consumer Report 2014 Nielsen

  • 1. THE D I G I TA L CONSUMER FEBRUARY 2014 1 Copyright © 2014 The Nielsen Company
  • 2. MEET T O D AY ’ S D I G I TA L CONSUMER For most American consumers, their everyday lives and their digital lives are now wholly intertwined. So much so that in 2013, the Oxford Dictionary officially codified the term digital detox – “a period of time during which a person refrains from using electronic devices such as smartphones or computers…” – by adding it and the definition to its online version (which, ironically, is accessible only via a digital device.) Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, thanks to the proliferation of digital devices and platforms. Content that was once only available to consumers via specific methods of delivery (such as via print, radio and broadcast television) can now be sourced and delivered to consumers through their multiple connected devices. This is driving the media revolution and blurring traditional media definitions. 2 Copyright © 2014 The Nielsen Company
  • 3. WHAT’S POWERING THE NEW DIGITAL REALIT Y? DEVICE OWNERSHIP = EMPOWERMENT To put it simply, today’s consumer has a lot of digital devices. A majority of U.S. households now own high-definition televisions (HDTVs), Internetconnected computers and smartphones, and they spend an average of 60 hours a week consuming content across multiple screens. In addition to more devices, consumers now have more choices for how and when they access content, such as broadband-only delivery of programming and DVRs for time-shifted viewing. In particular, the ownership of mobile devices is revolutionizing the consumer shopping experience. Increasingly, consumers are relying on mobile devices to research potential purchases and compare prices for goods and services. As U.S. consumers continue to take advantage of the convenience of anytime, anywhere browsing and shopping via their smartphones and tablets, there is a huge opportunity for retailers and brands to capture the full path-to-purchase. THE DIGITAL LIVING ROOM The rapid adoption of a second screen has transformed the traditional TV viewing experience. Consumers are using smartphones and tablets in ways that are natural extensions of the programming they watch, like looking up information about the characters and plot lines, or researching and purchasing products and services advertised just minutes before. Using social media to engage with other viewers has also transformed the live viewing experience for millions of consumers across the country. 3 THE DIGITAL CONSUMER
  • 4. ALL SOCIAL, ALL THE TIME Social media usage is now standard practice in our daily lives. Almost two-thirds (64%) of overall social media users say they use social media sites at least once a day via their computer, and almost half (47%) of smartphone owners visit social networks every day. With the rapid adoption of mobile devices, social media has a symbiotic relationship with the mobile consumer. And social has played a pivotal role, empowering consumers by providing a direct point of contact with the brands they use and the content they access. HISPANIC CONSUMERS ARE DIGITAL TRAILBL AZERS In the U.S., Hispanics make up the fastest growing population segment and Nielsen expects this group to contribute to 60 percent of the U.S. population growth in the next three years. They spend more time consuming digital video than the national U.S. average, and they are adopting smartphones at a much quicker rate. As an important and growing consumer segment, Hispanic digital consumers are poised to be even more inf luential in the coming years. CONNECTING THE DIGITAL DOTS GETS YOU CLOSER TO TOMORROW’S CONSUMER It has never been a more important time to know how consumers are behaving than in today’s fast evolving digital environment. More than ever we need a clear view of what is happening today and the implications for the coming years. Nielsen’s 2014 Digital Consumer Report provides insight into what is propelling the new multiscreen, always connected consumer lifestyle. In the following pages, you’ll get a detailed snapshot of the dynamic growth of mobile engagement, get familiar with the rapid uptake of device ownership and learn how this technology is changing the way consumers shop, access content and connect – so you can keep pace with today’s consumer and plan for tomorrow. 4 Copyright © 2014 The Nielsen Company
  • 5. A LOOK AT THE MEDIA UNIVERSE Not only do consumers have more devices to choose from, but they own more devices than ever. In 2013, Americans on average own four digital devices and ownership of many digital, mobile and connected devices has reached critical mass. When looking at the average American household, HDTVs (83%), Internet-connected computers (80%) and smartphones (65%) are in a majority of households, with a near majority for digital video recorders (49%) and gaming consoles (46%). As a result of the explosion in digital and mobile device ownership, American consumers are connected with screens throughout the day and engage with media content for more than 60 hours per week. TV remains at the center of consumer media consumption. However, increases in time-shifted viewing and streaming video through a PC or smartphone show that consumers are increasingly comfortable accessing content whenever and wherever they want. 5 THE DIGITAL CONSUMER
  • 6. 2013 2011 DIGITAL CABLE 2009 54% 51% 44% PC W/ INTERNET 80% 79% 75% DVR 49% 42% 33% 0% 10% 20% 30% 40% GAME CONSOLE 46% 45% 42% HDTV 83% 67% 41% 50% 60% 70% 80% 90% 100% % OF TV HOMES WHO OWN DEVICES DVD PLAYER 83% 86% 89% SMARTPHONE* 65% 44% 19% SMART TV 16% Source: Nielsen National People Meter Panel, September 2013. Percent of TV homes that own devices.*Nielsen Mobile Insights, SATELLITE 31% 31% 29% TABLET 29% 5% September 2013. Percent of mobile subscribers 18+ who own smartphones. 6 Copyright © 2014 The Nielsen Company
  • 7. LOOKING F O R WA R D WHAT GADGETS WE PL AN TO UPGRADE IN THE NEXT SIX MONTHS TOTAL U.S. POPUL ATION 1/4 OF AMERICANS SAID THEY PLAN TO BUY A SMARTPHONE 18-24 YEAR OLDS SMARTPHONES 30% 49% COMPUTERS 26% 32% GAME CONSOLES 11% 49% HALF (49%) AGED 18-24 PLAN TO UPGRADE A SMARTPHONE 26% TABLETS 8% 14% E-READERS 4% 5% 2X MEN ARE TWICE AS LIKELY TO BUY A GAME CONSOLE COMPARED TO WOMEN SMART TV 3% 6% Source: Nielsen U.S. Social Media Survey, 2013 7 THE DIGITAL CONSUMER
  • 8. WHAT ARE YOU LOOKING AT? Consumers today spend less time engaging with live content via traditional TV compared with the same time a year ago. However consumption of TV content has increased thanks to a signif icant rise in hours watching timeshifted TV. When looking at Q2, 2013 compared with the same quarter five years prior, computer-based video consumption is up 157 percent, mobile users are spending 59 percent more time watching video on their mobile devices. Indicating that consumers are embracing opportunities to engage with content when and where they want. DID YOU KNOW? SMARTPHONE OWNERS SPEND 86% OF THEIR TIME USING APPS VS. THE MOBILE WEB (14%) Source: Nielsen Cross Platform Report, Q2 2013 , Nielsen Mobile NetView, July 2013 8 Copyright © 2014 The Nielsen Company
  • 9. HOW CONSUMERS SPEND MEDIA TIME (HH:MM) EACH MONTH + CHANGE SINCE 2012 [ -2:44 ] - CHANGE SINCE 2012 133 HRS 49 MIN ON LIVE TV 34 HRS 17 MINS USING BROWSERS/APPS ON A SMARTPHONE* [ -1:54 ] 13 HRS 12 MINS WATCHING TIME-SHIFTED TV 7 HRS 7 MINS USING A GAME CONSOLE 6 HRS 41 MINS WATCHING VIDEO ON INTERNET 5 HRS 48 MINS MOBILE SUBSCRIBERS WATCHING VIDEO ON A MOBILE PHONE 5 HRS 24 MINS USING A DVD/BLU-RAY DEVICE [ +9:52 ] 27 HRS 3 MINS USING THE INTERNET ON A COMPUTER [ +1:42 ] [ +0:29 ] [ +0:43 ] [ +0:23] [+0:07 ] Sources: Nielsen Cross Platform Report, Table 3 - Monthly Time Spent by Medium, Q3 2013. *Nielsen, Mobile NetView 3.0, Q3 2013. Average of total minutes per person each month using apps and mobile web on smartphones. 9 THE DIGITAL CONSUMER
  • 10. WHAT DO BROADBAND-ONLY HOUSEHOLDS LOOK LIKE? A small but growing group of consumers are opting for broadband connections and connected devices as their primary source for watching video at home. In particular, more than half (52%) of broadband-only homes skew towards younger demographics (18-34) compared to traditional TV households. 80% Compared to traditional TV households, broadband-only homes are twice as likely to own game consoles (80%) and own tablets (41%). While this group makes up less than one in 20 households, they have doubled in number over the last few years, marking these early adopters key to understanding how the living room will evolve in the future. OF BROADBAND-ONLY HOUSEHOLDS OWN GAME CONSOLES DISTRIBUTION OF PERSONS VIEWING TRADITIONAL TELEVISION HOUSEHOLD AGES 18-24 AGES 25-34 BROADBAND-ONLY HOUSEHOLD 23% 7% 11% 29% AGES 18-24 AGES 25-34 Source: NPOWER, Share of P2+ PUT, 9/28 – 10/20/13, Total Day 10 Copyright © 2014 The Nielsen Company
  • 11. THE NEW STREAMING ENVIRONMENT How consumers watch video is changing with the adoption of new devices. Already, 38 percent of U.S. consumers say they subscribe or use Netf lix to stream video, up from 31 percent in 2012. Netflix users are streaming across new screens including Smart TV (17%), tablets (15%), and directly on their computer (44%). And streaming video is growing outside of the home as well, with 23 percent of Netf lix users saying they watch on mobile phones, up from just 11 percent in 2012. 34% 47% HOW ARE NETFLIX AND HULU USERS STREAMING? NETFLIX HULU PLUS COMPUTER MOBILE PHONE 17% CONTENT NETFLIX USERS WATCH 2013 34% 2012 MOVIES 23% SMART TV 17% 14% 47% 34% TV & MOVIES EQUALLY 44% 43% 47% 44% 35% 44% 35% 44% 22% 35% TV SHOWS 19% CONNECTED COMPUTER TO TV 16% 15% TABLET 15% 14% INTERNET CONNECTED BLU-RAY 15% 13% Wii 13% 21% PS3 10% 16% XBOX 360 12% 14% 22% Source: Nielsen Over-the-Top Video Analysis, July 2013 11 THE DIGITAL CONSUMER
  • 12. CONSUMER SPOTLIGHT HISPANICS ARE AHEAD OF THE DIGITAL CURVE Hispanic consumers have rapidly adopted multiple-screens into their daily video viewing routines and represent 47 million traditional TV viewers in the U.S. and growing. They spend more time viewing video on digital devices, with the average Latino spending more than eight hours watching online video each month, which is over 90 minutes longer than the U.S. average. Hispanics are adopting smartphones at a higher rate than any other demographic group: nearly three in four Latinos own smartphones (72%), close to 10 percent higher than average in the U.S.. It’s little surprise that 10 million watch video on their mobile phones for an average of more than six hours per month. 16% DATA USAGE IS 16% HIGHER AMONG HISPANICS COMPARED WITH THE NATIONAL AVERAGE 49% OF LATINO RESPONDENTS SAID THEY PLANNED TO REPLACE OR UPGRADE SMARTPHONES WITHIN THE NEXT SIX MONTHS 2X HISPANICS ARE TWICE AS LIKELY TO UPGRADE THEIR TABLETS (15%) IN THE NEXT SIX MONTHS Sources: Nielsen Cross Platform Report, Table 2 Overall Usage by Medium, Q3 2013. Nielsen Mobile Insights, Q3 2013. Nielsen Bill Panel, Q3 2013. Nielsen U.S. Social Media Survey, 2013. 12 Copyright © 2014 The Nielsen Company
  • 13. 15 PERCENT OF AMERICA’S ADULT POPUL ATION ARE HISPANICS AND GROWING *... 12% OF MOBILE SHOPPERS ARE HISPANIC 1 IN 5 SOCIAL MEDIA USERS VIA MOBILE APPS ARE HISPANIC COMPARING MONTHLY TIME SPENT BY HISPANIC CONSUMERS VERSUS THE TOTAL U.S. POPUL ATION HISPANIC 2+ GENERAL U.S. POPUL ATION 2+ 7:52 7:07 USING A GAME CONSOLE (HH:MM) 7:52 7:07 7:52 7:07 8:21 WATCHING VIDEO ON INTERNET (HH:MM) 6:41 8:21 6:41 8:21 6:41 MOBILE SUBSCRIBERS WATCHING VIDEO ON A MOBILE PHONE (HH:MM) 6:22 5:48 6:22 5:48 6:22 5:48 * Source: 2013 U.S. Census Bureau Sources: Nielsen Mobile Shopping Report, Q3 2013; Nielsen Cross Platform Report, Table 3 - Monthly Time Spent by Medium, Q3 2013; Nielsen Mobile NetView, July 2013; 13 THE DIGITAL CONSUMER
  • 14. THE NEW TWO-SCREEN MINIMUM Connected devices such as smartphones and tablets have become constant companions to consumers on the go and in the home. Eightyfour percent of smartphone and tablet owners say they use their devices as second-screens while watching TV at the same time. When using connected devices simultaneously, opportunities exist to deepen consumer engagement with content on the primary screen. As shown on the following page, consumers are more likely to reach for a tablet than a mobile phone as the second screen, with the exception of email / texting friends about the program. Source: Nielsen Connected Devices Report, Q3 2013. 14 Copyright © 2014 The Nielsen Company
  • 15. CONNECTED DEVICE OWNERS USAGE WHILE WATCHING TV TABLET 66% 49% SURFED THE WEB 41% 29% LOOK UP INFO ON ACTORS, PLOTLINES, ATHLETES, ETC SMARTPHONE 44% 24% SHOPPING 23% 29% EMAIL/TEXT FRIENDS ABOUT THE PROGRAM 29% 27% CHECKING SPORTS SCORES 18% 12% READ DISCUSSION ABOUT TV PROGRAM ON SOCIAL MEDIA SITES 14% 12% 17% 7% 9% 10% BUY A PRODUCT/SERVICE BEING ADVERTISED VOTE OR SEND COMMENTS TO A LIVE PROGRAM WATCHED CERTAIN TV PROGRAM BECAUSE OF SOMETHING READ ON SOCIAL MEDIA Source: Nielsen Connected Devices Report, Q3 2013. 15 THE DIGITAL CONSUMER
  • 16. THE NEW SOCIAL NORM Social media usage continues to grow as the need to stay connected with social networks becomes ingrained into the daily lives of consumers. Almost two-thirds (64%) of social media users say they use social media sites at least once a day via their computer. But, increasingly, consumers are reaching for their smartphones over traditional computers to access social networks. Almost half (47%) of smartphone owners visited social networks every day and in the last year, and the unique audience for social media smartphone apps increased 37 percent. As digital consumers find their own mix of devices and platforms to access and engage with social media, they are building profiles and connections on multiple social networks as well. While Facebook remains the largest social network in both the Web and mobile, consumers are embracing other social platforms such as LinkedIn (up 37% among users), Pinterest (triple unique users on smartphone apps), and Instagram (nearly double the number of unique users in 2013). UNIQUE AUDIENCE OF SOCIAL MEDIA WEBSITES AND APPS BY PL ATFORM JULY 2012 JULY 2013 -10% 148,028,000 163,589,000 PC/COMPUTER BROWSERS +37% 120,396,000 87,797,000 SMARTPHONE APP +26% 102,097,000 81,120,000 SMARTPHONE WEB BROWSERS Sources: Nielsen NetView, July 2013. Nielsen Mobile NetView, July 2013. 16 Copyright © 2014 The Nielsen Company
  • 17. WHERE WE GET SOCIAL While the home remains the most prevalent location for logging onto social media sites, today’s constantly connected consumers are active on social media sites anywhere they go. Two in f ive (39%) Americans get digitally social while at work, and one in f ive (21%) have logged onto social sites while in the bathroom in the past 30 days. WHERE WE USE SOCIAL MEDIA ALSO DEPENDS ON WHO IS USING IT 1/2 48% IN THE CAR of moms with kids under 13 years-old are using social media in the car vs. 31 percent overall. IN THE OFFICE 2X 44% AT A RESTAURANT of young adults ages (25-34) social network around the restaurant table vs. 31 percent overall. Half of adults ages 25-34 use social media at work (56%), and wealthier households ($150k+) are the most likely to network in the office (57%), vs. only one-third (35%) overall. IN THE BATHROOM Young adults ages 18-24 are twice as likely (40%) to use social media in the bathroom compared to the average (21%). Source: Nielsen U.S. Social Media Survey, 2013. 17 THE DIGITAL CONSUMER
  • 18. WHAT SOCIAL NETWORKS DO WE USE? TOTAL FACEBOOK BLOGGER TOTAL LINKEDIN FACEBOOK TWITTER BLOGGER PINTEREST LINKEDIN - TOTAL TWITTER FACEBOOK PINTEREST BLOGGER LINKEDIN TWITTER PINTEREST - 148 M 132 M 46 M 148 M MONTHLY SOCIAL MEDIA UNIQUE AUDIENCE 39 M 132 M ON COMPUTERS (IN MILLIONS) 32 M 46 M 27 M 39 M YOY% 148 M 32 M -14% 132 M 27 M -22% 46 M 39 M +37% 32 M -14% -2% 27 M FACEBOOK INSTAGRAM TWITTER FACEBOOK GOOGLE+ INSTAGRAM PINTEREST TWITTER GOOGLE+ FACEBOOK PINTEREST INSTAGRAM TWITTER GOOGLE+ PINTEREST 120 M ON SMARTPHONE APPS (IN MILLIONS) 109 M 35 M 120 M 31 M 109 M 21 M 35 M 16 M 31 M 120 M 21 M 109 M 16 M 35 M 31 M 21 M 16 M MONTHLY SOCIAL MEDIA UNIQUE AUDIENCE - YOY% +39% +79% +38% +117% +233% MONTHLY SOCIAL MEDIA UNIQUE AUDIENCE ON SMARTPHONE BROWSERS (IN MILLIONS) TOTAL - 102M FACEBOOK - 93 M 56 M TWITTER -- 102M TOTAL BLOGGER - 23 M FACEBOOK - 93 M LINKEDIN - 56 M 17 M TWITTER PINTEREST - 17 M 23 M BLOGGER -- 102M TOTAL LINKEDIN - 17 M FACEBOOK - 93 M PINTEREST - 56 M TWITTER - 17 M Sources: Nielsen NetView, July 2013. Nielsen Mobile NetView, July 2013. BLOGGER - 23 M LINKEDIN - 17 M 18 PINTEREST - 17 M YOY% +26% +32% +13% +80% +22% Copyright © 2014 The Nielsen Company
  • 19. MONTHLY TIME SPENT ON SOCIAL NETWORKS (HH:MM) MONTHLY SOCIAL MEDIA TIME SPENT PER PERSON ON COMPUTERS (HH:MM) 6:24 FACEBOOK 0:36 TWITTER 0:36 PINTEREST 0:17 BLOGGER 0:18 LINKEDIN 1:39 PINTEREST 0:11 GOOGLE+ 0:04 LINKEDIN 0:03 PINTEREST MONTHLY SOCIAL MEDIA TIME SPENT PER PERSON ON SMARTPHONE APPS (HH:MM) 7:43 FACEBOOK 3:40 INSTAGRAM 3:07 TWITTER MONTHLY SOCIAL MEDIA TIME SPENT PER PERSON ON SMARTPHONE BROWSERS (HH:MM) 0:40 FACEBOOK 0:11 TWITTER 0:06 BLOGGER Sources: Nielsen NetView, July 2013. Nielsen Mobile NetView, July 2013. 19 THE DIGITAL CONSUMER
  • 20. TREND SPOTLIGHT: SOCIAL TV Regardless of which platform is used, social media is truly part of our lives and increasingly part of living room routines as we’re watching TV. On an average day, roughly one million Americans turn to Twitter to discuss TV, and those tweets are read 11 million unique users on Twitter. So what TV programs are generating the most social engagement? Here are the most social TV series on Twitter in Fall 2013. NIELSEN TWITTER TV RATINGS: TOP 10 SERIES PROGRAMS BY AVERAGE UNIQUE AUDIENCE* AVERAGE UNIQUE AUDIENCE NETWORK PROGRAM 1 AMC Breaking Bad 6.0M 2 AMC The Walking Dead FX American Horror Story: Coven ABC Scandal ABC Dancing With the Stars 2.2M 6 NBC The Voice 2.1M 7 FOX Glee 2.0M 8 FOX The X Factor 1.8M 9 MTV Catfish: The TV Show 1.8M 10 MTV Awkward. 1.5M OVER 10.2 MILLION PEOPLE VIEWED APPROXIMATELY 30 TWEETS ON AVERAGE EACH ABOUT THE 2013 AMERICAN MUSIC AWARDS 2.3M 5 10.2M 2.9M 4 OVER 9.1 MILLION PEOPLE SAW ONE OR MORE OF THE 1.2 MILLION TWEETS SENT ABOUT THE BREAKING BAD SERIES FINALE 4.9M 3 9.1M MOST TWEETED PROGRAM TYPES, 2013 TWEETS 492M 338M 106M 42M 29M SPORTS EVENT SERIES SPECIAL FEATURE FILM OTHER ** Source: Nielsen SocialGuide (Data from 9/1/2013 - 11/30/2013) *The earliest date that Nielsen Twitter TV Ratings are available for is 9/1/13. Sports events are not included. ** Other includes: Sports non-event, TV Movie, Miniseries, Paid Programming, Short Film 20 Copyright © 2014 The Nielsen Company
  • 21. TOP FIVE MOST TWEETED SERIES GENRES, 2013 TWEETS 110M 85M 43M 43M 33M REALIT Y DRAMA MUSIC COMEDY SITCOM TOP TWEETED EPISODES / EVENTS BY PROGRAM T YPE (TOTAL TWEETS) 26M 19M 1.9M 1.9M 26M 2/3/2013 SUPER BOWL XLVII NETWORK: CBS SPORTS EVENT 19M 8/25/2013 2013 MTV VIDEO MUSIC AWARDS .8M .8M 1.2M 1.2M 8/27/2013 PRETTY LITTLE LIARS 10/10/2013 GLEE 12/3/2013 THE VOICE NETWORK: ABC FAMILY NETWORK: FOX NETWORK: NBC COMEDY SERIES REALITY SERIES DRAMA SERIES NETWORK: MTV SPECIAL Source: Nielsen SocialGuide, 2013. 21 THE DIGITAL CONSUMER
  • 22. MOBILE TICKS ALL THE SHOPPING BOXES As U.S. consumers continue take advantage of the convenience of anytime, anywhere browsing and shopping via their smartphones and tablets, there is a huge opportunity for retailers and brands to capture the full path-to-purchase of the online shopping experience. Mobile retail is gaining momentum, with more than four in f ive (87%) smartphone and tablet owners using a mobile device for shopping activities. Mobile shopping gives marketers opportunities to reach out throughout the consumer’s purchase journey from start to finish. From consumers searching for more product information or price comparisons while in retail showrooms, to shopping directly on their device from the comfort of home, to sharing reviews and commenting on retail experiences and purchases through social media, mobile commerce is empowering consumers and providing brands with new consumer touchpoints. COMPARING ACTIVITIES AMONG MOBILE SHOPPERS TABLET 39% 76% USING STORE LOCATOR TO FIND STORE 14% 49% USING LISTS WHILE SHOPPING Source: Nielsen Mobile Shopping Report, Q3 2013 45% 39% 22 SMARTPHONE 51% 66% CHECKING PRICE 10% 49% USING MOBILE COUPON 27% 37% 65% 59% RESEARCHING ITEM BEFORE PURCHASE 55% 47% READING REVIEW OF RECENT/ FUTURE PURCHASE 40% 32% Copyright © 2014 The Nielsen Company
  • 23. COMPARING ACTIVITIES AMONG MOBILE SHOPPERS (CONTINUED) TABLET 45% 39% MAKING A DIGITAL PURCHASE 40% 32% 27% 37% USING A DEVICE FOR PAYMENT 27% 21% PURCHASE A SERVICE SMARTPHONE PURCHASING A PHYSICAL ITEM ON DEVICE 23% 14% 21% 26% WRITING A REVIEW OF A PURCHASE USING SOCIAL MEDIA TO COMMENT ON PURCHASE WHAT CHARACTERIZES THE MOBILE SHOPPER AMONG DIGITAL CONSUMERS? Men and women are equally active shoppers on smartphones and tablets More that one quarter (28%) earn more than $100k Locating a store is the most likely activity among mobile shoppers who use a smartphone Mobile shoppers skew younger with the majority under the age of 45 Reading reviews of recent / future purchases is the most likely activity for tablet owners Source: Nielsen Mobile Shopping Report, Q3 2013 23 THE DIGITAL CONSUMER
  • 24. GLOSSARY TV HOUSEHOLD: Nielsen defines a TV household as a home with at least one operable TV/monitor with the ability to deliver video via traditional means of antennae, cable STB or satellite receiver and /or with a broadband connection. TRADITIONAL TV: Watching live or time-shifted content on a television set. DIGITAL CABLE: Wired cable delivered through digital signals to your home. SATELLITE: A paid TV subscription where the signal is distributed to an orbiting satellite. The amplified signal is then re-transmitted to the home and received via a dish. (Sometimes, also referred to as “dish”). BROADBAND: A paid, high-speed Internet access delivered via DSL, Cable Internet through cable provider, Fiber-Optic Service, U-Verse, Satellite Internet, Data Card (aircard that connects to a cellular phone network) or PC tethered to cell phone (cellular phone network). COMPUTER: Desktop and laptop PC users who access the Web using browsers. SMARTPHONE: A mobile phone that with an operating system which allows users to install and upgrade software/apps, with or without touchscreen interfaces. TABLET: A touchscreen computer with internet connectivity, either via WiFi or high-speed 3G/4G wireless internet. TIME-SHIFTED VIEWING: Typically refers to recording of content to a storage device, like a digital video recorder for viewing at a later time, or video on demand. SMART TV: A television set with internet connection capabilities SOCIAL TV: A conversation that takes place on social networks (e.g., Twitter) related to and happening around linear television programming. 24 Copyright © 2014 The Nielsen Company
  • 25. SOURCING & METHODOLOGY TELEVISION METHODOLOGY (Q3 2013) Television usage stats come from Nielsen’s national panel of TV homes. Traditional TV includes Live usage plus any playback viewing within the measurement period. Metrics for Using a DVD/Blu Ray Device and Using a Game Console are based on when these devices are in use for any purpose, not just for accessing media content. The data cited in the Cross-Platform Report was collected during Q3 2013. NIELSEN NETVIEW (JULY 2013) An online panel of who install software on their home and work computers to share their activity using the Internet. Panelists use this proprietary software at the aggregate level, which is then calibrated using a hybrid methodology to be representative for the entire U.S. population. There are 200k+ panelists ages 2+ in the U.S. that participate in the online panel for NetView. The data cited in this report comes from July 2013. NIELSEN VIDEOCENSUS (JULY 2013) Sharing to Nielsen’s online panel with NetView, this software is also installed on home and work computers to measure streaming video viewers in their web browser. Using a hybrid methodology, their streaming video activity is projected to be representative for the entire U.S. population. There are 200k+ panelists ages 2+ in the U.S. that participate in the online panel for VideoCensus. The data cited in this report comes from July 2013. NIELSEN MOBILE NETVIEW (JULY 2013) Nielsen’s on-device software, Mobile NetView, is installed with permission on panelist smartphones (Android and iOS handsets). Mobile app and web usage are electronically measured through this optin panel. There are ~5,000 panelists ages 18+ that participate in the U.S. panel nationally. The data cited in this report was collected in July 2013 in the U.S. 25 THE DIGITAL CONSUMER
  • 26. NIELSEN CROSS PLATFORM REPORT (Q3 2013) A quarterly report compiling measurement from across Nielsen products. Tables 2 and 3 of the report are based on users of each medium per month. Sources include: Traditional TV, Timeshifted TV, DVD, Game Consoles 07/01/13 - 09/29/13 via Nielsen NPOWER/NPM Panel, Online 07/01/13 - 09/30/13 via Nielsen Netview and Nielsen VideoCensus, Mobile 07/01/13 - 09/30/13 via Nielsen Mobile Video Report/Mobile Insights. NIELSEN U.S. SOCIAL MEDIA SURVEY (2013) The Nielsen U.S. Social Media Survey 2012 is based on a representative sample of 2,020 adult (18+) social media users who were recruited from the Nielsen Online Panel to take an online survey. “Social media user” is defined as participating, talking, and networking online through various platforms to share information and resources. This includes Internet forums, blogs, Facebook, Twitter, video sharing, consumer rating and other social networking websites. The survey fielded from October 25 to November 2, 2013. NIELSEN NATIONAL PEOPLE METER PANEL (SEPTEMBER 2013) A panel of households in the U.S. who use Nielsen’s proprietary television metering hardware installed on their televisions to share their TV viewing habits at the program level. This panel of 20k+ households provides information about the TV programs they watch (at the aggregate level) and additional video sources connected to the TV. The data cited in this report was collected in September 2013. NIELSEN OVER-THE-TOP VIDEO ANALYSIS (JULY 2013) Survey-based data from the Nielsen Online Panel conducted as part of the Nielsen Over-the-Top Video Analysis. The survey was conducted in July 2013 with a sample of over 2000 consumers, including 1,000 Netflix users and 600 Hulu users. CONNECTED DEVICES REPORT (Q3 2013) The insights from Nielsen’s Mobile Connected Device Report were gathered from general population sample 13+ yrs and with 9,448 respondents who own a Tablet, e-Reader, Smartphone or Streaming Capable Device. Device owners were identified from general population sample as well as through Nielsen’s Mobile Insights syndicated tracking study. The respondents completed an online, self-administered survey at the start of September 2013. 26 Copyright © 2014 The Nielsen Company
  • 27. NIELSEN SOCIALGUIDE (2013) Nielsen SocialGuide collects Tweets about TV programs across 250 U.S. TV networks in real-time. Using data from Twitter’s fire hose, SocialGuide ensures comprehensive, accurate collection through automated and dynamic classifier creation, a rich TV program metadata database, and human auditing. SocialGuide collects relevant Tweets from three hours before, during and three hours after an episode’s initial broadcast, local time. Unique Audience and Impressions of relevant Tweets are measured from when the Tweets are sent until the end of the broadcast day at 5am. NIELSEN MOBILE SHOPPING REPORT (Q3 2013) The insights from Nielsen’s Mobile Shopping Report were gathered from general population sample 18+ yrs and with 3,032 total respondents who own either a Tablet or a Smartphone and have done a mobile shopping activity in the past 30 days. A Mobile Shopper is defined as someone who has done a “mobile shopping” activity on a Smartphone or Tablet in the past 30 days. The respondents completed an online, self-administered survey in September 2013. NIELSEN CUSTOMER VALUE METRICS (Q2 2013) A bill-scraping platform that measures actual mobile charges and usage by passively collecting information from online bills. The sample consists of 30,000+ opt-in panelists and 65,000+ line-level bills each month using advanced e-bill scraping technology. The sample consists of postpaid, non-corporate liable consumers that belong to the top 4 carriers. Nielsen Customer Value Metrics data cited in this publication was collected during Q2 2013. ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 14/7133 27 THE DIGITAL CONSUMER
  • 28. 28 Copyright © 2014 The Nielsen Company