Study Looks at Video Viewing Demographics

27 Mar 2009

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A study from Nielsen and Ball State University found that 45-54 year-olds are the top consumers of video media. The study ran over the course of a year.

Data was gathered from traditional TVs (including DVD/VCR and DVR viewing), computers, mobile devices and other small screens like in-cinema movies, GPS and display screens outside of the home. Some key findings include:

- Consumers aged 45-54 racked up an average of more than 9 1/2 hours of screen time a day.

- The average for all other age groups was similar at roughly 8 1/2 hours.

- Computer video watching took on average just two minutes a day.

- TV still dominates, even among those aged 18-24.

- Radio usage has dropped to third, behind TV and computer usage, but ahead of print media.

- TV viewers were exposed to an average of 72 minutes of TV ads and promos every day, dispelling the conventional wisdom that people are channel-hopping or otherwise avoiding ads.

- Contrary to some recent popular media coverage suggesting that more Americans are rediscovering "free TV" via the Internet, computer video tends to be quite small with an average time of just two minutes (a little more than 0.5 percent) a day.

- Despite the proliferation of computers, video-capable mobile phones and similar devices, TV in the home still commands the greatest amount of viewing, even among those ages 18-24.

- Even in major metropolitan areas where commute times can be long and drive-time radio remains popular, computer use has replaced radio as the No. 2 media activity.

- Early DVR owners spent much more time with DVR playback than newer DVR owners. At the same time, DVR playback was even more likely than live TV to be the sole medium.

- "Environmental" exposure outside the home, while still relatively small at just 2.8 percent of total video consumption today, could nearly double during the next few years. Currently, measurement of these screens is only just beginning with programs such as Nielsen On-Location Media and Nielsen Online, though they may be given more importance soon given their growing and strategic advertising role.

"These new results are consistent with previous Nielsen studies that have found that video consumption has never been higher and that television continues to dominate the media landscape," notes Nielsen’s Chief Research Officer Paul Donato.

Television may dominate, but you still can’t deny the increase in popularity of online video. There are plenty of ways to get more out of your online videos, but there are also online means of helping your TV content/ads.

For one, Google has TV ads right through AdWords, which are expanding more and more in terms of audience. Google also conducted a webinar today about how paid search can directly influence the viewing of TV content. Stay tuned to WebProNews, because we’ll have more on that soon. More on Nielsen’s report here.