in a multi-screen world, traditional television dominates
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In a Multi-Screen World, Traditional Television Dominates. A new study released by the Council for Research Excellence examined consumers’ exposure to video content across a variety of screens – from televisions to computers, mobile devices, and more. - PowerPoint PPT PresentationTRANSCRIPT
In a Multi-Screen World,In a Multi-Screen World,Traditional Television Traditional Television
DominatesDominates
In a Multi-Screen World,In a Multi-Screen World,Traditional Television Traditional Television
DominatesDominates
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A new study released by the A new study released by the Council for Research Excellence Council for Research Excellence
examined consumers’ exposure to examined consumers’ exposure to video content across a variety of screens video content across a variety of screens
– from televisions to computers, – from televisions to computers, mobile devices, and more. mobile devices, and more.
A new study released by the A new study released by the Council for Research Excellence Council for Research Excellence
examined consumers’ exposure to examined consumers’ exposure to video content across a variety of screens video content across a variety of screens
– from televisions to computers, – from televisions to computers, mobile devices, and more. mobile devices, and more.
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““This landmark research study makes a significant This landmark research study makes a significant contribution to our understanding of how contribution to our understanding of how
consumers go about accessing content across all consumers go about accessing content across all platforms within the context of their daily lives…platforms within the context of their daily lives…
Nothing of this magnitude has ever been attempted Nothing of this magnitude has ever been attempted before and we expect that our entire industry will before and we expect that our entire industry will benefit from this game-changing work for years to benefit from this game-changing work for years to
come.”come.”
““This landmark research study makes a significant This landmark research study makes a significant contribution to our understanding of how contribution to our understanding of how
consumers go about accessing content across all consumers go about accessing content across all platforms within the context of their daily lives…platforms within the context of their daily lives…
Nothing of this magnitude has ever been attempted Nothing of this magnitude has ever been attempted before and we expect that our entire industry will before and we expect that our entire industry will benefit from this game-changing work for years to benefit from this game-changing work for years to
come.”come.”
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Shari Anne Brill,SVP/Director of Programming, Carat
and Chairperson of the CRE Media Consumption and Engagement Committee
The “Video Consumer Mapping” Study The “Video Consumer Mapping” Study indicates that traditional television indicates that traditional television
still dominates all screens, still dominates all screens, and accounts for and accounts for
99% of all video consumed.99% of all video consumed.
The “Video Consumer Mapping” Study The “Video Consumer Mapping” Study indicates that traditional television indicates that traditional television
still dominates all screens, still dominates all screens, and accounts for and accounts for
99% of all video consumed.99% of all video consumed.
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Top-line results from the study have Top-line results from the study have been released, and more will be been released, and more will be
revealed over revealed over the next several weeks. The following the next several weeks. The following slides summarize the key findings that slides summarize the key findings that
are are currently available from the currently available from the
Video Consumer Mapping Study.Video Consumer Mapping Study.
Top-line results from the study have Top-line results from the study have been released, and more will be been released, and more will be
revealed over revealed over the next several weeks. The following the next several weeks. The following slides summarize the key findings that slides summarize the key findings that
are are currently available from the currently available from the
Video Consumer Mapping Study.Video Consumer Mapping Study.
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Key Findings Confirm that Television Key Findings Confirm that Television Remains the Dominant ScreenRemains the Dominant Screen
Key Findings Confirm that Television Key Findings Confirm that Television Remains the Dominant ScreenRemains the Dominant Screen
Total daily screen time totals just over 9.5 hours for adults 45-54, and 8.5 hours for all other age groups.
In-home television still commands the vast majority of screen time, at just under six hours per day for the average adult.
While much has been said in the press about consumers discovering “free TV” via the internet, computer video averages only two minutes per day for adults 18+, and only 5.5 minutes per day for adults 18-34.
Additionally, video on mobile averages less than 10 seconds per day, and does not register with some demographic cells at all. 6
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
Additional Findings Additional Findings Additional Findings Additional Findings
TV users are exposed to, on average, 72 minutes of TV ads and promos per day, thus dispelling the common belief that consumers tend to channel hop or engage in other methods of commercial avoidance.
Early DVR owners tend to spend more time with DVR playback than new DVR owners, indicating that late adopters of DVRs, who may have acquired their DVR as part of a cable or satellite package, might be less likely to time-shift.
While television remains the No. 1 medium, computer use has replaced radio as the No. 2 media activity. Radio is now No. 3 and and print media (including newspapers and magazines) is now in fourth place.
7Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
Clearly, the Video Consumer Mapping Clearly, the Video Consumer Mapping Study is ground-breaking research. Study is ground-breaking research.
The following slides provide The following slides provide background information on the genesis background information on the genesis
of this work.of this work.
Clearly, the Video Consumer Mapping Clearly, the Video Consumer Mapping Study is ground-breaking research. Study is ground-breaking research.
The following slides provide The following slides provide background information on the genesis background information on the genesis
of this work.of this work.
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What Exactly is the Video Consumer What Exactly is the Video Consumer Mapping Study?Mapping Study?
What Exactly is the Video Consumer What Exactly is the Video Consumer Mapping Study?Mapping Study?
The study was conducted by Ball State University’s Center for Media Design and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence.
The goals: to dimension current media consumption with a
focus on television and video, and to consider how media consumption is changing
over time. The study developers determined that an
observational study was the best way to “map” the full scope of video media usage from a single source. 9
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
What Exactly is the Video Consumer What Exactly is the Video Consumer Mapping Study?Mapping Study?
What Exactly is the Video Consumer What Exactly is the Video Consumer Mapping Study?Mapping Study?
The Video Consumer Mapping study was undertaken in 2008, and was an ethnographic research study.
375 participants were directly observed throughout their day, as they went about all of their regular activities.
Each person was observed twice – in the Spring and again in the Fall.
All of their activities and media use were documented, in 10-second increments by observers who “shadowed” each participant.
The result: the largest and most extensive observational study of media usage to date.
10Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
The Study Examined Consumer Use of, The Study Examined Consumer Use of, and and
Interaction with, over 15 Media …Interaction with, over 15 Media …
The Study Examined Consumer Use of, The Study Examined Consumer Use of, and and
Interaction with, over 15 Media …Interaction with, over 15 Media … Television Viewing, navigation, surfing
Video Playback VCR, DVD, DVR, other
Radio Web
Search, social networking, gaming, media browsing, other
Email Instant Messaging Software
Office work, games, photography/video, other programs
Computer Media CD, DVD, digital music or video,
other Landline Phone
Mobile Phone Talk, texting, camera, video,
audio, games, web Portable Video
Including portable DVD, iPod, PSP, PDA, and other
Music iPod or other MP3, home or office
stereo, exposure in retail setting, other
Print Newspaper, magazine, book,
other Games
Console (online or offline), portable game system, other
Digital Transfer Download/upload audio or video
Cinema Other 11
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
… … In a Variety of Settings …In a Variety of Settings …… … In a Variety of Settings …In a Variety of Settings …
In their own home Living room, family room, TV room Kitchen Bedroom Other
In another home Living room, family room, TV room Kitchen Bedroom Other
Car Public Transportation Work School Other
Outdoors, retail establishment, other
12Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
……and Included Information on Any and Included Information on Any Other Activities Consumers Other Activities Consumers
Engaged In While Using MediaEngaged In While Using Media
……and Included Information on Any and Included Information on Any Other Activities Consumers Other Activities Consumers
Engaged In While Using MediaEngaged In While Using Media Media Only Work Meal preparation Meal consumption Traveling or commuting Personal needs Household activity or
chores Care of another Personal/household
services (such as haircut, dentist, lawn services)
Shopping Education Religious/church
organizations Organizations (civic
government, community)
Social activities/socializing
Exercise/sports/hobbies Other
13Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
The Study Findings Released Thus Far Focus on The Study Findings Released Thus Far Focus on Consumer Video Use Across 4 Main “Screens”Consumer Video Use Across 4 Main “Screens”
The Study Findings Released Thus Far Focus on The Study Findings Released Thus Far Focus on Consumer Video Use Across 4 Main “Screens”Consumer Video Use Across 4 Main “Screens”
1. Television Live TV Playback via DVR/TiVo
device DVD/VCR Console Games
2. Computer Web Email IM Software Video
3. Mobile Mobile Talk
Mobile Text or Multimedia Messaging
Mobile Web
Other (video, camera, games, more)
4. Other Environmental (in-
store, restaurant/bar)
In-Cinema Movie
GPS Navigation
14Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
Overall, adults spend over five hours each day with television.
Younger boomers, those 45-54, spend 5.5 hours with TV each day while persons 18-24 spend 3.5 hours each day.
Live television accounts for nearly 90% of television viewing for all adults, and over 73% of viewing among the youngest adults.
DVD and VCR use tops DVR playback across all age groups.
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A Closer Look at Time Spent with the “Traditional” Television ScreenA Closer Look at Time Spent with
the “Traditional” Television Screen
Media
Total Adults 18+
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55-64
Adults 65+
Television
Live TV 309.1 209.9 256.0 230.4 335.7 346.1 420.5
Playback TV via DVR/TiVo 14.6 17.2 15.9 17.2 19.4 8.5 7.2
DVD or VCR 22.9 34.0 35.4 27.4 20.6 14.0 11.4
Console Games 6.5 25.9 13.9 4.9 3.0 1.2 0.3
Television Total 353.1 287.0 321.2 279.9 378.7 369.7 439.4
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.Includes concurrent media exposure.
Average Daily Minutes of Media Consumption
At 2 hours and 22 minutes per day, on average, computer use is a distant second to traditional television.
Usage varies widely by demo group, with adults 35-44 surpassing adults 18-24 in total time spent with computers.
Video viewing on computers averages only 2.4 minutes per day, and only 5.5 minutes for adults 18-34.
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A Closer Look at Time Spent with Computers
A Closer Look at Time Spent with Computers
Media
Total Adults 18+
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55-64
Adults 65+
Computer
Any Web 48.8 67.0 55.7 74.1 46.0 41.7 19.2
Email 37.4 20.3 45.1 46.5 51.4 37.8 11.1
IM 7.9 14.8 2.9 14.6 15.1 0.0 0.3
Any Software 46.1 61.8 50.3 61.6 52.1 35.8 15.6
Computer Video 2.4 5.5 4.3 2.6 2.0 1.2 0.2
Computer Total 142.5 169.5 158.3 199.3 166.4 116.5 46.5
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.Includes concurrent media exposure.
Average Daily Minutes of Media Consumption
On average, adults spend 20 minutes per day with mobile devices; that figure more than doubles for adults 18-24.
The vast majority of time spent on mobile devices – across all age cohorts - is devoted to talk
Mobile video, even among the young, commands less than a fraction of one minute of daily time.
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A Closer Look at Time Spent with Mobile Devices
A Closer Look at Time Spent with Mobile Devices
Media
Total Adults 18+
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55-64
Adults 65+
Mobile
Mobile Talk 16.6 29.1 19.0 24.7 17.8 12.3 3.1
Mobile Text/Multimedia Messaging 2.2 11.6 2.2 2.1 1.3 0.4 0.1
Mobile Web 0.9 0.8 2.3 0.6 0.7 1.3 0.0
Mobile Other (Camera, Games, etc.) 0.5 1.1 0.6 0.6 0.5 0.2 0.1
Mobile Video 0.1 0.1 0.0 0.1 0.1 0.0 0.0
Mobile Total 20.2 42.8 24.0 28.0 20.5 14.2 3.2
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.Includes concurrent media exposure.
Average Daily Minutes of Media Consumption
While video consumed outside of the home is the smallest segment overall, garnering 8.2 minutes per day for adults 18+.
Worth noting, though, is the fact “environmental video,” which includes video consumed in retail environments, bars and restaurants, is higher than video consumed on computers and mobile devices.
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A Closer Look at Time Spent with Video Consumed in Other Environments
A Closer Look at Time Spent with Video Consumed in Other Environments
Media
Total Adults 18+
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55-64
Adults 65+
Other
Environmental/Other Video 4.4 9.2 4.9 2.6 4.8 4.1 3.6
In-Cinema Movie 1.8 1.2 1.6 3.1 0.6 3.0 2.0
GPS Navigation 2.0 0.0 1.2 0.3 2.6 4.1 3.8
Other Total 8.2 10.4 7.6 5.9 8.0 11.1 9.4
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.Includes concurrent media exposure.
Average Daily Minutes of Media Consumption
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Average Daily Minutes of Media Consumption: 4-Screen SummaryAverage Daily Minutes of Media
Consumption: 4-Screen Summary
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.Includes concurrent media exposure.
Media
Total Adults 18+
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55-64
Adults 65+
TelevisionLive TV 309.1 209.9 256.0 230.4 335.7 346.1 420.5Playback TV via DVR/TiVo 14.6 17.2 15.9 17.2 19.4 8.5 7.2DVD or VCR 22.9 34.0 35.4 27.4 20.6 14.0 11.4Console Games 6.5 25.9 13.9 4.9 3.0 1.2 0.3 Television Total 353.1 287.0 321.2 279.9 378.7 369.7 439.4Computer Any Web 48.8 67.0 55.7 74.1 46.0 41.7 19.2Email 37.4 20.3 45.1 46.5 51.4 37.8 11.1IM 7.9 14.8 2.9 14.6 15.1 0.0 0.3Any Software 46.1 61.8 50.3 61.6 52.1 35.8 15.6Computer Video 2.4 5.5 4.3 2.6 2.0 1.2 0.2 Computer Total 142.5 169.5 158.3 199.3 166.4 116.5 46.5MobileMobile Talk 16.6 29.1 19.0 24.7 17.8 12.3 3.1Mobile Text/Multimedia Messaging 2.2 11.6 2.2 2.1 1.3 0.4 0.1Mobile Web 0.9 0.8 2.3 0.6 0.7 1.3 0.0Mobile Other (Video, Camera, Games, etc.) 0.5 1.1 0.6 0.6 0.5 0.2 0.1Mobile Video 0.1 0.1 0.0 0.1 0.1 0.0 0.0 Mobile Total 20.2 42.8 24.0 28.0 20.5 14.2 3.2OtherEnvironmental/Other Video 4.4 9.2 4.9 2.6 4.8 4.1 3.6In-Cinema Movie 1.8 1.2 1.6 3.1 0.6 3.0 2.0GPS Navigation 2.0 0.0 1.2 0.3 2.6 4.1 3.8 Other Total 8.2 10.4 7.6 5.9 8.0 11.1 9.4 Total 524.0 509.7 511.1 513.1 573.6 511.5 498.5
TVB will continue to post additional TVB will continue to post additional findings from this groundbreaking findings from this groundbreaking
study as information becomes study as information becomes available.available.
TVB will continue to post additional TVB will continue to post additional findings from this groundbreaking findings from this groundbreaking
study as information becomes study as information becomes available.available.
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Thank YouThank YouThank YouThank You
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