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March 30, 2009
Traditional TV Remains “800 Pound Gorilla In Video Media Arena
Ground-Breaking Study of Video Viewing Shows Younger Boomers Consume More Video Media Than Any Other Group.
Traditional Television Remains “800 Pound Gorilla” In Video Media Arena
NEW YORK, NY – March 26, 2009 – A pioneering study conducted on behalf of the Nielsen-funded Council for Research Excellence (CRE) by Ball State University's Center for Media Design (CMD) and Sequent Partners dispels several popular notions about video media use, finding that younger baby boomers (age 45-54) consume the most video media while confirming that traditional "live" television remains the proverbial "800-pound gorilla" in the video media arena. (See appendix for more detail.)
The research found that:
--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. Thus, in the eyes of the researchers, this appears to dispute a common belief that Internet video and mobile phone video exposure among that group (and the next one up, age 25-34) were significant in 2008.
Read the full details at the Council for Research Excellence
Web site: Video Consumer Mapping Study
Highlights in brief:
-- 99% of the video people watch is on TV;
-- Only 1% on computers
-- The age group 18-24 years watches 98% of its video on TV
-- Average consumption is 309 minutes of live TV per day
-- Plus 23 min. of watching DVD/videotape and 15 minutes of DVR
-- 2 minutes of watching video on the computer
-- 49 minutes of Web browsing per day and 37 min. of email use
-- people spend 16 times as much time with email as with computer
video.
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Because when participants were asked to recall their behavior, the participants in the study underestimated their amount of TV viewing by 25% and overestimated their use of online video and mobile video.
Posted by John at March 30, 2009 10:19 AM