Transcript Video Consumer Mapping Study

In a Multi-Screen World,
Traditional Television Dominates
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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.
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“This landmark research study makes a significant
contribution to our understanding of how consumers go
about accessing content across all platforms within the
context of their daily lives…Nothing of this magnitude has
ever been attempted before and we expect that our entire
industry will benefit from this game-changing work for
years to come.”
Shari Anne Brill,
SVP/Director of Programming, Carat
and Chairperson of the CRE
Media Consumption and Engagement Committee
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The “Video Consumer Mapping” Study
indicates that traditional television
still dominates all screens,
and accounts for
99% of all video consumed.
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Top-line results from the study have been
released, and more will be revealed over
the next several weeks. The following slides
summarize the key findings that are
currently available from the
Video Consumer Mapping Study.
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Key Findings Confirm that Television
Remains the Dominant Screen
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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.
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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Additional Findings
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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.
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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Clearly, the Video Consumer Mapping Study
is ground-breaking research.
The following slides provide background
information on the genesis of this work.
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What Exactly is the Video Consumer
Mapping Study?
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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:
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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.
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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What Exactly is the Video Consumer
Mapping Study?
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The Video Consumer Mapping study was undertaken in
2008, and was an ethnographic research study.
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375 participants were directly observed throughout their
day, as they went about all of their regular activities.
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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.
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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The Study Examined Consumer Use of, and
Interaction with, over 15 Media …
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Television
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Search, social networking, gaming,
media browsing, other
Office work, games,
photography/video, other programs
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CD, DVD, digital music or video, other
Landline Phone
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Console (online or offline), portable
game system, other
Digital Transfer
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Newspaper, magazine, book, other
Games
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iPod or other MP3, home or office
stereo, exposure in retail setting, other
Print
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Including portable DVD, iPod, PSP,
PDA, and other
Music
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Talk, texting, camera, video, audio,
games, web
Portable Video
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Computer Media
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VCR, DVD, DVR, other
Email
Instant Messaging
Software
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Radio
Web
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Viewing, navigation, surfing
Mobile Phone
Video Playback
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Download/upload audio or video
Cinema
Other
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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… In a Variety of Settings …
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In their own home
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In another home
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Living room, family room, TV room
Kitchen
Bedroom
Other
Living room, family room, TV room
Kitchen
Bedroom
Other
Car
Public Transportation
Work
School
Other
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Outdoors, retail establishment, other
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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…and Included Information on Any
Other Activities Consumers
Engaged In While Using Media
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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)
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Shopping
Education
Religious/church
organizations
Organizations (civic
government, community)
Social activities/socializing
Exercise/sports/hobbies
Other
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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The Study Findings Released Thus Far Focus on
Consumer Video Use Across 4 Main “Screens”
1. Television
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Live TV
Playback via DVR/TiVo
device
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DVD/VCR
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Console Games
2. Computer
3. Mobile
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Mobile Talk
Mobile Text or Multimedia
Messaging
Mobile Web
Other (video, camera,
games, more)
4. Other
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Web
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Email
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IM
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Software
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In-Cinema Movie
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Video
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GPS Navigation
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Environmental (in-store,
restaurant/bar)
Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.
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A Closer Look at Time Spent with
the “Traditional” Television Screen
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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.
Average Daily Minutes of Media Consumption
Total
Adults
18+
Adults
18-24
Adults
25-34
Adults
35-44
Adults
45-54
Adults
55-64
Adults
65+
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
6.5
25.9
13.9
4.9
3.0
1.2
0.3
353.1
287.0
321.2
279.9
378.7
369.7
439.4
Media
Television
Live TV
Console Games
Television Total
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.
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A Closer Look at Time Spent
with Computers
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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.
Average Daily Minutes of Media Consumption
Total
Adults
18+
Adults
18-24
Adults
25-34
Adults
35-44
Adults
45-54
Adults
55-64
Adults
65+
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
7.9
14.8
2.9
14.6
15.1
0.0
0.3
46.1
61.8
50.3
61.6
52.1
35.8
15.6
2.4
5.5
4.3
2.6
2.0
1.2
0.2
142.5
169.5
158.3
199.3
166.4
116.5
46.5
Media
Computer
IM
Any Software
Computer Video
Computer Total
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.
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A Closer Look at Time Spent
with Mobile Devices
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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.
Average Daily Minutes of Media Consumption
Total
Adults
18+
Adults
18-24
Adults
25-34
Adults
35-44
Adults
45-54
Adults
55-64
Adults
65+
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
20.2
42.8
24.0
28.0
20.5
14.2
3.2
Media
Mobile
Mobile Talk
Mobile Total
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.
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A Closer Look at Time Spent with Video
Consumed in Other Environments
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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.
Average Daily Minutes of Media Consumption
Total
Adults
18+
Adults
18-24
Adults
25-34
Adults
35-44
Adults
45-54
Adults
55-64
Adults
65+
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
Media
Other
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.
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Average Daily Minutes of Media
Consumption: 4-Screen Summary
Total
Adults
18+
Adults
18-24
Adults
25-34
Adults
35-44
Adults
45-54
Adults
55-64
Adults
65+
Live TV
309.1
209.9
256.0
230.4
335.7
346.1
420.5
Playback TV via DVR/TiVo
DVD or VCR
Console Games
Television Total
Computer
Any Web
Email
IM
Any Software
Computer Video
Computer Total
Mobile
Mobile Talk
Mobile Text/Multimedia Messaging
Mobile Web
Mobile Other (Video, Camera, Games, etc.)
Mobile Video
Mobile Total
Other
Environmental/Other Video
In-Cinema Movie
GPS Navigation
Other Total
14.6
22.9
6.5
353.1
17.2
34.0
25.9
287.0
15.9
35.4
13.9
321.2
17.2
27.4
4.9
279.9
19.4
20.6
3.0
378.7
8.5
14.0
1.2
369.7
7.2
11.4
0.3
439.4
48.8
37.4
7.9
46.1
2.4
142.5
67.0
20.3
14.8
61.8
5.5
169.5
55.7
45.1
2.9
50.3
4.3
158.3
74.1
46.5
14.6
61.6
2.6
199.3
46.0
51.4
15.1
52.1
2.0
166.4
41.7
37.8
0.0
35.8
1.2
116.5
19.2
11.1
0.3
15.6
0.2
46.5
16.6
2.2
0.9
0.5
0.1
20.2
29.1
11.6
0.8
1.1
0.1
42.8
19.0
2.2
2.3
0.6
0.0
24.0
24.7
2.1
0.6
0.6
0.1
28.0
17.8
1.3
0.7
0.5
0.1
20.5
12.3
0.4
1.3
0.2
0.0
14.2
3.1
0.1
0.0
0.1
0.0
3.2
4.4
1.8
2.0
8.2
9.2
1.2
0.0
10.4
4.9
1.6
1.2
7.6
2.6
3.1
0.3
5.9
4.8
0.6
2.6
8.0
4.1
3.0
4.1
11.1
3.6
2.0
3.8
9.4
Total
524.0
509.7
511.1
513.1
573.6
511.5
498.5
Media
Television
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.
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TVB will continue to post additional findings
from this groundbreaking study as
information becomes available.
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Thank You
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