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Americans continue to gobble up online video, watching almost 35 hours a week across all connected screens.
Nielsen’s Cross Platform Report
for the first quarter of 2012 found the average TV consumer is watching six fewer minutes of traditional television per day, but overall viewing continues to grow as more people watch TV content online. (Our Online Video Index data
shows a similar trend, as people watch more movies, sports and TV shows online.)
It’s worth noting that Nielsen is redefining what a traditional TV household means because while TV penetration continues to decline slowly — still standing strong at a 95.8 percent rate — 75 percent of non-traditional TV homes still own sets connected to the Web via gaming devices, over-the-top sets, Blu-ray players or through the sets themselves.
Among gaming consoles, Nintendo’s Wii stands as the most popular with 58 percent market share, followed by the Xbox 360 at 30 percent and PS3 at 23 percent.
When looking at the gender breakdown, women spend far more time (163 hours per month compared with 148 hours for men) watching on traditional TVs across all age ranges. For online viewing, it’s men who dominate, spending more than an hour viewing on the Web than women. On average, women also watch more on mobile phones, at five hours and 21 minutes versus four hours and 44 minutes for men.
When looking at the breakdown by ethnicity and race, African Americans watch far more television than other groups at 210 hours per month. Second to that are Caucasians at 153 hours, with Asians trailing at 100 hours. African Americans also spend the most time consuming video across screens while Asians watch the most video on the Internet. Hispanics prevail with mobile video.