Nielsen’s First Quarter 2010 Three Screen Report
Last week The Nielsen Company released the attached first quarter 2010 edition of its Three Screen Report, a quarterly study summarizing how Americans watch video across television, the Internet, and mobile phones. According to the report, video viewing across all major media platforms continues to be fueled in part by the adoption of technologies that improve the consumer experience whether it be quality or convenience. Penetration of HDTV’s, DVR’s, broadband and smartphones increased at double or even triple-digit rates during the last two years.
1st Quarter 2010 highlights include:
- HDTV: More than half (52%) of US TV households now have a high-definition television and receive HD signals; between Q1 2008 and Q1 2010, HDTV penetration grew 189%.
- DVR: More than a third (36.6%) of homes have a digital video recorder, up 51% from Q1 2008 to Q1 2010, making it possible for more viewers to watch TV programs on their own schedule.
- Broadband: 63.5% of homes now have broadband Internet access, with high-speed connections that improve online video delivery, a growth of more than +24%.
- Smartphones: Nearly a quarter of households (22%) (up +38% year-over-year) have smartphones (mobile phones with advanced operating systems), making it easier for consumers to “place shift” and watch video wherever they are. Penetration growth rate of +120%.
- The US television audience grew 0.6% to more than 286 million viewers – the average viewer tuned in for 158 hours per month in Q1, up 2 hours (or 1.3%) from Q1 2009.
- The US online video audience is now 134 million viewers – the average viewer watched online video for 3 hours and 10 minutes per month in Q1.
- The US mobile video audience grew 51.2%, crossing the 20 million viewer threshold for the first time – the median viewer tuned in for 3:37 minutes, flat from a year ago.
Even with all this growth of high technology, TV still remains a dominant choice for consumers. According to Nielsen,
Viewers watched 2 more hours of TV per month in the first quarter of 2010 compared to the same period a year prior (158:25 vs. 156:24). They are also continuing to simultaneously use the Internet while watching TV, with the average time spent doing both activities up 9.8% to 3 hours and 41 minutes.
You can download the full PDF of the report here: http://en-us.nielsen.com/main/insights/nielsen_a2m2_three