According to the latest edition of The Nielsen Company’s Three Screen Report, over the last two years, ownership of HDTVs, DVRs and smartphones have increased at double and triple digit rates. More than half of US TV households now have HDTV, up 189% from the first quarter of 2008, and more than one-third now have DVRs, up 51%. High-speed broadband Internet access, now in 63.5% of homes, has created a better user experience for watching online videos.
Nearly a quarter of households have smartphones, enabling consumers to “place shift” and watch video wherever they are. Despite the common perception that viewers of videos on mobile phones are predominantly teens, more than half are adults aged 25-49. While mobile online video viewing is still fairly limited, year over year growth is notable at 51.2%
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 HDTVs, DVRs, broadband and smartphones increased at double- or even triple-digit rates during the last two years.
• HDTV: More than half of US TV households now have a high-definition television and receive HD signals; between Q1 2008 and Q1 2010, HDTV penetration grew 189%
HDTV’s rapid growth is important for a number of reasons. First, high-definition raises the bar for programmers and advertisers and increases consumer experience expectations on other platforms. Second, HD sets still tend to be found disproportionately in high-income, highly educated households that are often characterized by lower viewing. HD-capable households actually watch 3% more primetime TV than HD-non-capable households, which may help drive viewing among segments of audiences marketers find most important.
• DVR: More than a third 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
Timeshifting, including DVR and Video-On-Demand, is another technology which appears to be bolstering consumption. The timeshifting audience increased by 14%, to more than nine and a half hours per month. As timeshifting increases, the rate of commercial viewing during playback remains steady. On average, viewers watched 45% of commercials during timeshifted playback in Q1 2010 compared with 43% in Q1 2009. At the same time, the continued growth of timeshifting is creating more opportunities for viewers to catch missed programs or try new ones.
• Broadband: 63.5% of homes now have broadband Internet access, with high-speed connections that improve online video delivery
Beyond the TV, technology is helping drive video use on the “second” and “third” screens. The proliferation of broadband access is bolstering online video, creating an alternative mass outlet for distributing television content and “timeshifting” long-form TV.
• Smartphones: Nearly a quarter of households (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
Source: Center for Media Research June 20th
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