STATE OF THE MEDIA
U.S.
Consumer
Usage
Report
2012
The Media Universe
The consumer solar system has an increasing number of media options in its orbit.
CONSUMER MEDIA USAGE 2
MONTHLY AVERAGE, Q2 2012
SOCIAL MEDIA USERS 3
COMPUTER & MOBILE DEVICE OWNERSHIP 1
USAGE BY PLATFORM, SEPT. 2012
Computer1a
Computer 164 M
Smartphone app 85 M
Mobile web browser 81 M
Traditional
TV
Traditional TV
144.54
6d:00h:54m
(144 hours 54 minutes)
212 M
TELEVISION OWNERSHIP 4
Each month
consumers are spending
more time with more media,
across all devices under
the sun.
of 278 M Internet
users are active online
(Sept. 2012)
DEVICE OWNERSHIP AMONG AMERICANS WITHIN TV HOMES, SEPT. 2012
Smartphone
Vid
ph eo o
on n m
e
Vide 5h:2 obil
e
o
5h:5 on In 0m
tern
1m
et
/B
5h lu-r
:13 ay
m
HD
E-Reader
(devices receding in
ownership)
i
ple
Tablet1d
17%
82% in 2009
Two Sets
Four+
Sets
52%
119 M
Digital
cable
16%
55%
64 M
289 M
PIE
People own at least
one television
Three Sets
47%
of TV households
(Q2 2012)
44%
Feature phone1b
One TV Set
Video game
console
of connected
device owners
(Q3 2012)
Pulled out of orbit
HD capable
56%
1c
O
35 % Ap
Television
75%
31 M
S
MA
RK
E
DV
D
hift
11h ed TV
:33
m
le
so
on 6m
e c 6h:2
Internet on
a computer
1d:4h:29m
(28 hours 29 minutes)
m
7%
of mobile
subscribers
(Q3 2012)
Ga
BlackBerry
6%
RE: 52% An
HA
dr
S
T
S
dO
oi
Others
DVD player
e-s
1b
56%
86%
Tim
75 M
DVR
VCR
9%
93% in 2003
Broadcast TV/Over-the-Air only
33%
16% in 2003
Satellite
4%
Internet-enabled TV
Factoids (per month)5
TRADITIONAL TV
TIME-SHIFTED TV
GAME CONSOLE
Women spend more time than Men watching traditional TV, 153 hours a month in total. Adults aged
55+ watch the most traditional TV, more than 196 hours on average every month. African-Americans
White viewers watch the most time-shifted TV,
Hispanics and African-Americans
more than 12 hours per month on average.
spend the most time using a game console,
spend twice as much time as Asian-Americans watching traditional TV, 202 hours vs. 90.5 hours.
25–54 years-olds spend 14.5 hours on average.
7.9 hours and 6.8 hours respectively.
ONLINE VIDEO
162 million Americans watch online video, averaging 5.9 hours per person in a month.
Asian-Americans spend the most time watching online video, more than 10 hours.
Men spend more time watching video on the Internet than Women, 6.5 hours average in total.
How we use our devices
Content we access
To understand consumers requires us to go beyond sales figures, exploring what devices
they own and how they incorporate technology into their everyday lives. With greater
clarity and information, retailers, advertisers and manufacturers can better navigate the
needs of consumers, finding new opportunities to create and reach audiences.
TOP 5 ONLINE VIDEO DESTINATIONS 10
SHARE OF ONLINE TIME VIA COMPUTER
6
Top 10 activities, by category
8.1%
Online
games
5.2%
7.1%
20.1%
YouTube
12.1 M
VEVO
37.8 M
Groupon
11.9 M
24.9 M
Shopkick
Facebook 22.6 M
Livingsocial 4.3 M
2.4%
2.7%
3.0%
News
63%
Check price online
Movies &
TV equally
19%
11%
TV shows
Comment on purchase
10.2%
Social
networks
Text
5.5%
5.3%
Dialer
Tablet
Handheld media device
Video game console
Internet-enabled TV
E-Reader
Find a store
Top 8 activities, by function
14.1%
46% Mobile phone
78%
22%
’12
Movies
SHARE OF MOBILE TIME 8
DEVICES USED TO ACCESS
SOCIAL MEDIA 7
94% Computer
’11
Software
sites
35%
36%
Search
Auctions
SMARTPHONE SHOPPER ACTIVITIES 13
47%
53%
3.2%
6.5 M
Livingsocial
WHAT NETFLIX USERS WATCH 12
2.2%
13.2 M unique users
Amazon
Portals
Sports
eBay
37.9 M
3.7%
Social networks/
blogs
16%
7%
4%
4%
3%
136.1 M unique users
Unique smartphone users in millions, June 2012
Yahoo!
AOL
Videos/
movies
E-mail
Unique viewers in millions via computer, Sept. 2012
TOP 5 SHOPPING APPS 11
E-mail/IM
3.3%
4.4%
Music
Browser
2.8%
0.9%
Camera
Maps/
location
apps
FEATURES TABLET BUYERS VALUE 9
Trusted brand
Screen size
Performance features
App/media marketplace
63%
57%
Sources: 1a Nielsen NetView, September 2012; 1b Nielsen Mobile Insights, Q3 2012;
1c
Nielsen Connected Devices Report, Q3 2012; 1d Nielsen Cross-Platform Report, Q2
2012; 2 Nielsen Cross-Platform Report, Q2 2012; 3 Nielsen NetView and Mobile NetView,
September 2012; 4 Nielsen Media-Related Universe Estimates, September 2012; 5 Nielsen
Cross-Platform Report, Q2 2012; 6 Nielsen NetView, September 2012; 7 Nielsen and NM
Incite's Social Media Report 2012; 8 Nielsen Mobile NetView, August 2012; 9 Nielsen
Connected Devices Report, Q3 2012; 10 Nielsen VideoCensus, September 2012; 11 Nielsen
Mobile NetView, June 2012; 12 Nielsen, Custom Study, March/April 2012; 13 Nielsen
Mobile Shopper Report, Q3 2012
54%
44%
http://www.nielsen.com
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