SHIFTS IN
VIEWING
THE CROSS-PL ATFORM REPORT
SEPTEMBER 2014
THE CROSS-PL ATFORM SERIES | Q2 2014
WELCOME
DOUNIA TURRILL
SVP INSIGHTS, NIELSEN
With much talk of an evolving media landscape, the acceleration
in device adoption and delivery platforms and shifts in viewing patterns,
we sometimes forget to let the numbers speak for themselves.
Today we are challenged with an important transition in how media
is consumed. We know that traditional television viewing on a TV screen
is down, especially for younger viewers, but we also know that overall
media consumption is up and growing, driven by an impressive growth in
digital video viewing. With this in mind, we should be looking at the
consumers relationship to media in a different way. Letting the numbers
speak for themselves we see that viewers of all ages, ethnicities and races
are opting to shift some of their viewing.
THIS CONTINUING SHIFT SHOULD
BE EMBRACED AS AN OPPORTUNIT Y.
ITS NOT ABOUT WINNERS AND LOSERS,
ITS ABOUT THE OPPORTUNIT Y TO
ITERATE AND REDEFINE THE RULES
OF THE GAME.
Driven by younger viewers initially but embraced by older viewers
increasingly, consumers are device and platform agnostic looking for quality,
professionally produced long form programs to connect with at home
or on the go.
Today, content is delivered and consumed through competing delivery
platforms, networks and screens. Never before have we seen this
level of fragmentation and yet, the sum total of media consumed is
growing. In fact, year over year among the younger 18-34
demo media consumption has grown four percent overall, two
percent among Hispanics, eight percent among Blacks, and ten percent
among Asians.
Copyright 2014 The Nielsen Company
This change is primarily driven by the growth in digital both on computers
and mobile devices, led by an outstanding growth in digital video viewing
on these devices. We are seeing year over year overall growth in digital use
of sixteen percent among persons 18-34 with fifty-three percent growth
in digital video viewing. Yet, its not just a young versus older story. This
impressive growth in digital is even more marked among 35-49 year olds
and among 50-64 year olds.
Technology has enabled increased choice and consumers have become
accustomed to controlling the wide array of content at their fingertips.
At the core of it all is the consumer experience in interacting and accessing
that content. Some people will want their content live on their TV screen
delivered via a traditional or broadband enabled connection, some will
want to watch it at a different time, while others will increasingly look for
it on the go and on demand on their mobile devices. With smartphones
topping seventy percent penetration and tablets inching toward the fifty
percent mark, the growth in digital consumption can only increase.
This represents a unique opportunity for video producers, TV networks,
studios and pure-play digital video players alike, who can leverage
the different platforms to deliver their content. We will continue to see
differences in the type and quantity of media consumed by different
age groups as well as by race and ethnicity on different platforms. Yet,
the overarching data suggests that the growth of media consumption
is and will continue to be in digital for all consumers. We can surmise
that having tasted the freedom of choice the American consumer will not
go back to old ways.
DOUNIA
THE CROSS-PLATFORM REPORT | Q2 2014
HOW THE
VIEWING
LANDSCAPE IS
CHANGING
MEDIA TIME IS INCREASING FUELED BY DIGITAL GROWTH
8
6
HOURS
PER
DAY
+60%
+80%
+53%
4
2
-2%
-1%
-2%
18-34
35-49
50-64
DIGITAL VIDEO
Q2 2013
Q2 2014
TV SCREEN
Q2 2013
Q2 2014
Copyright 2014 The Nielsen Company
A LOOK ACROSS MULTICULTURAL SEGMENTS: DAILY TIME SPENT
TOTAL U.S.
DIGITAL VIDEO
35 MINUTES
23 MINUTES
TV SCREEN
18-34
19 MINUTES
4 HRS 17 MINUTES
4 HRS 22 MINUTES
4 HRS 27 MINUTES
Q2 2014
Q2 2014
Q2 2013
DIGITAL VIDEO
26 MINUTES
14 MINUTES
Q2 2012
TV SCREEN
35-49
13 MINUTES
11 MINUTES
4 HRS 57 MINUTES
5 HRS 01 MINUTE
Q2 2012
5 HRS 05 MINUTES
DIGITAL VIDEO
19 MINUTES
Q2 2013
TV SCREEN
50-64
09 MINUTES
6 HRS 12 MINUTES
6 HRS 18 MINUTES
6 HRS 07 MINUTES
BL ACK
DIGITAL VIDEO
48 MINUTES
27 MINUTES
TV SCREEN
18-34
23 MINUTES
6 HRS 12 MINUTES
6 HRS 07 MINUTES
6 HRS 21 MINUTES
Q2 2014
Q2 2013
Q2 2014
DIGITAL VIDEO
29 MINUTES
Q2 2012
18 MINUTES
TV SCREEN
35-49
19 MINUTES
20 MINUTES
14 MINUTES
THE CROSS-PLATFORM REPORT | Q2 2014
7 HRS 16 MINUTES
7 HRS 27 MINUTES
Q2 2012
7 HRS 17 MINUTES
DIGITAL VIDEO
25 MINUTES
Q2 2013
TV SCREEN
50-64
9 HRS 25 MINUTES
9 HRS 22 MINUTES
9 HRS 01 MINUTE
A LOOK ACROSS MULTICULTURAL SEGMENTS: DAILY TIME SPENT
HISPANIC
DIGITAL VIDEO
35 MINUTES
27 MINUTES
TV SCREEN
18-34
21 MINUTES
3 HRS 46 MINUTES
3 HRS 58 MINUTES
4 HRS 0 MINUTES
Q2 2014
Q2 2013
Q2 2012
Q2 2014
DIGITAL VIDEO
26 MINUTES
15 MINUTES
TV SCREEN
35-49
15 MINUTES
19 MINUTES
4 HRS 21 MINUTES
4 HRS 30 MINUTES
DIGITAL VIDEO
24 MINUTES
4 HRS 15 MINUTES
Q2 2013
Q2 2012
TV SCREEN
50-64
14 MINUTES
5 HRS 13 MINUTES
5 HRS 11 MINUTES
5 HRS 39 MINUTES
ASIAN
DIGITAL VIDEO
51 MINUTES
38 MINUTES
TV SCREEN
18-34
31 MINUTES
2 HRS 42 MINUTES
2 HRS 40 MINUTES
3 HRS 10 MINUTES
Q2 2014
Q2 2013
Q2 2014
DIGITAL VIDEO
31 MINUTES
Q2 2012
23 MINUTES
TV SCREEN
35-49
18 MINUTES
22 MINUTES
15 MINUTES
2 HRS 51 MINUTES
2 HRS 52 MINUTES
Q2 2012
3 HRS 01 MINUTE
DIGITAL VIDEO
29 MINUTES
Q2 2013
TV SCREEN
50-64
3 HRS 45 MINUTES
3 HRS 48 MINUTES
3 HRS 58 MINUTES
Copyright 2014 The Nielsen Company
WHATS DRIVING
GROWTH
AND CHANGE
AN EVOLVING MEDIA L ANDSCAPE
ONE SET
TWO SETS
15%
27%
DVD PLAYER
HD TV
87%
THREE SETS
25%
82%
PC WITH INTERNET
DVR
GAME CONSOLE
81%
FOUR OR MORE
34%
TV
96%
SMARTPHONE
72%
Digital Video
DIGITAL CABLE
49%
54%
MULTIMEDIA DEVICE
SATELLITE
12%
30%
46%
ENABLED SMART TV
11%
TABLET
39%
TV Screen
TELCO
11%
BROADCAST ONLY
10%
BROADBAND ONLY
2%
THE CROSS-PLATFORM REPORT | Q2 2014
A CLOSER
L O O K AT
T H E D ATA
EXHIBIT 1 - AVERAGE TIME SPENT PER ADULT 18+ PER DAY
0:11
Q2 2014
4:36
1:07
0:31
1:25
2:45
0:03
0:09
0:09
Q2 2013
4:48
0:27
1:01
1:04
2:48
0:09
0:09
Q2 2012
4:45
0:25
1:03
0:48
2:52
0:09
LIVE TV
WATCHING TIME-SHIFTED TV
USING DVD/BLU-RAY DEVICE
USING A GAME CONSOLE
USING INTERNET ON A COMPUTER
USING A SMARTPHONE
LISTENING TO AM/FM RADIO
USING A MULTIMEDIA DEVICE
Copyright 2014 The Nielsen Company
TABLE 1 A WEEK IN THE LIFE; BASED OFF THE TOTAL US POPULATION
WEEKLY TIME SPENT IN HOURS : MINUTES BY AGE DEMOGRAPHIC
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
A
18+
BLACK
2+
HISP.
2+
ASIAN
2+
On Traditional TV 22:07
18:58
19:01
24:24
30:17
40:22
47:27
30:50
33:35
44:57
26:07
16:42
Watching
Time-Shifted TV
2:18
1:50
1:43
3:11
3:45
3:55
3:14
3:04
3:20
2:49
2:08
1:56
Using a DVD/
Blu-Ray Device
1:46
1:00
0:49
1:20
1:05
0:58
0:36
1:05
0:58
1:13
1:01
0:46
Using a Game
Console
2:41
3:55
3:12
2:21
0:58
0:19
0:06
1:36
1:10
1:49
1:43
0:55
Using a
Multimedia
Device
0:25
0:18
0:29
0:33
0:26
0:14
0:12
0:22
0:22
0:12
0:14
1:00
Using the
Internet
on a Computer
0:23
0:43
4:54
6:25
7:46
5:37
2:50
4:34
5:42
4:52
3:15
4:38
Watching Video
on Internet
0:20
0:26
1:58
2:02
1:49
1:06
0:21
1:11
1:25
1:32
1:02
1:27
Using any App/
Web
on a Smartphone
n/a
n/a
9:21
9:40
8:29
5:11
1:13
n/a
6:36
9:51
9:26
8:03
Watching Video
on a Smartphone
n/a
n/a
0:26
0:17
0:12
0:05
n/a
0:11
0:22
0:21
0:16
Listening to
AM/FM Radio
n/a
7:27
10:36
11:43
13:59
15:00
12:10
12:33
13:04
13:03
12:41
n/a
THE CROSS-PLATFORM REPORT | Q2 2014
TABLE 2 OVERALL USAGE BY MEDIUM
NUMBER OF USERS 2+ (IN 000S) MONTHLY REACH
COMPOSITE
BLACK
HISPANIC
ASIAN
Q2 14
Q2 13
Q2 14
Q2 13
Q2 14
Q2 13
Q2 14
Q2 13
On Traditional TV
284,425
282,657
37,518
36,870
48,551
47,207
15,052
15,676
Watching Time-shifted TV
175,215
167,109
22,415
20,161
24,686
22,210
8,136
8,221
Using a DVD/Blu-Ray Device
140,142
141,496
16,328
16,464
23,137
22,960
6,913
7,321
Using a Game Console
94,456
94,019
11,820
11,669
17,518
17,436
5,483
5,505
Using a Multimedia Device
23,425
n/a
1,538
n/a
2,953
n/a
3,022
n/a
Using the Internet on a Computer
196,849
203,932
24,701
24,359
26,439
27,127
7,798
7,385
Watching Video on Internet
145,469
149,813
18,436
17,805
19,061
20,052
6,247
5,903
Using any App/Web on a Smartphone
157,092
132,235
19,824
16,994
28,772
24,491
9,221
8,027
Watching Video on a Smartphone
114,372
96,929
15,994
14,040
23,191
20,144
6,944
6,175
Listening to AM/FM Radio
258,980
257,787
33,058
32,757
42,535
42,007
n/a
n/a
TABLE 3 MONTHLY TIME SPENT BY MEDIUM
USERS 2+ IN HOURS: MINUTES
COMPOSITE
HISPANIC
ASIAN
Q2 14
Q2 13
Q2 14
Q2 13
Q2 14
Q2 13
Q2 14
Q2 13
142:38
146:37
206:03
206:47
117:58
121:28
83:02
86:37
Watching Time-shifted TV
14:13
12:35
12:54
9:23
9:39
8:45
9:38
9:00
Using a DVD/Blu-Ray Device
5:00
5:10
5:35
6:05
4:38
4:54
3:51
4:20
Using a Game Console
7:24
6:27
8:21
7:22
7:44
7:12
4:35
4:46
Using a Multimedia Device
1:42
n/a
0:55
n/a
1:02
n/a
5:00
n/a
Using the Internet on a Computer
30:07
27:21
33:23
28:37
26:26
22:46
43:54
35:13
Watching Video on Internet
10:35
6:28
13:59
9:00
11:43
8:17
17:14
12:23
Using any App/Web on a Smartphone
43:31
32:48
52:40
38:36
49:09
38:54
42:43
32:48
Watching Video on a Smartphone
1:41
1:09
2:30
1:30
2:20
1:45
1:53
1:25
Listening to AM/FM Radio
59:19
60:59
61:42
63:22
58:45
60:07
n/a
n/a
On Traditional TV
10
BLACK
Copyright 2014 The Nielsen Company
TABLE 4 MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG COMPOSITE
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
On Traditional TV
102:54
86:39
96:53
117:20
138:27
180:56
211:55
142:38
Watching Time-shifted TV
10:40
8:21
8:43
15:19
17:08
17:33
14:28
14:13
Using a DVD/Blu-Ray Device
8:12
4:33
4:09
6:25
4:58
4:21
2:39
5:00
Using a Game Console
12:31
17:52
16:17
11:17
4:24
1:27
0:28
7:24
Using a Multimedia Device
1:57
1:22
2:27
2:41
1:57
1:04
0:53
1:42
Using the Internet on a Computer
4:49
6:47
31:43
35:36
39:21
32:53
22:26
30:07
Watching Video on Internet
6:16
6:20
17:01
15:02
12:06
8:32
3:45
10:35
Using any App/Web on a Smartphone
n/a
n/a
50:51
50:28
46:53
34:05
25:54
43:31
Watching Video on a Smartphone
n/a
n/a
2:48
1:56
1:29
1:03
0:26
1:41
Listening to AM/FM Radio
n/a
36:05
50:53
54:33
64:05
69:25
61:33
59:19
TABLE 4A MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG BLACKS
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
147:52
147:41
152:54
178:09
209:06
276:46
312:57
206:03
Watching Time-shifted TV
9:48
9:16
10:08
15:08
16:04
15:05
10:51
12:54
Using a DVD/Blu-Ray Device
6:30
3:27
3:37
8:49
5:02
7:15
2:11
5:35
Using a Game Console
11:48
17:53
14:24
12:51
4:39
1:31
0:50
8:21
Using a Multimedia Device
0:44
0:43
0:50
1:33
1:28
0:35
0:08
0:55
Using the Internet on a Computer
6:24
7:06
42:48
40:06
40:12
33:55
22:05
33:23
Watching Video on Internet
6:16
5:43
26:55
16:44
13:25
11:20
6:12
13:59
Using any App/Web on a Smartphone
n/a
n/a
57:48
65:55
55:40
42:35
52:40
Watching Video on a Smartphone
n/a
n/a
4:00
3:01
2:01
1:46
2:30
Listening to AM/FM Radio
n/a
39:50
50:18
55:47
66:02
76:04
69:47
61:42
On Traditional TV
THE CROSS-PLATFORM REPORT | Q2 2014
11
TABLE 4B MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG HISPANICS
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
106:55
79:09
87:45
106:37
119:54
153:50
217:13
117:58
Watching Time-shifted TV
9:56
6:38
6:37
10:26
10:25
11:18
11:30
9:39
Using a DVD/Blu-Ray Device
7:13
4:27
3:51
4:35
4:25
3:13
2:33
4:38
Using a Game Console
10:27
18:10
12:51
8:04
3:18
1:07
0:35
7:44
Using a Multimedia Device
1:20
1:19
1:09
1:06
1:04
0:23
0:28
1:02
Using the Internet on a Computer
3:46
6:42
27:49
32:09
37:12
29:47
20:30
26:26
Watching Video on Internet
6:44
6:10
17:19
13:45
11:55
11:54
3:39
11:43
Using any App/Web on a Smartphone
n/a
n/a
49:45
56:08
50:09
32:26
31:33
49:09
Watching Video on a Smartphone
n/a
n/a
3:11
2:33
1:59
0:51
2:20
Listening to AM/FM Radio
n/a
37:14
51:27
58:27
66:50
69:21
62:17
58:45
On Traditional TV
TABLE 4C MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG ASIANS
12
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
On Traditional TV
57:39
55:03
47:07
76:07
74:12
104:15
157:44
83:02
Watching Time-shifted TV
7:57
8:12
5:48
11:08
11:18
9:57
9:40
9:38
Using a DVD/Blu-Ray Device
7:38
2:35
1:47
3:41
3:51
3:16
2:51
3:51
Using a Game Console
7:31
7:46
10:13
6:00
3:13
1:21
0:18
4:35
Using a Multimedia Device
3:21
3:13
3:22
6:52
5:09
5:13
6:28
5:00
Using the Internet on a Computer
4:53
13:19
58:29
49:39
54:17
34:27
20:46
43:54
Watching Video on Internet
4:44
13:15
24:20
24:20
14:13
13:54
5:04
17:14
Using any App/Web on a Smartphone
n/a
n/a
44:24
42:45
45:52
42:43
Watching Video on a Smartphone
n/a
n/a
2:15
1:40
2:00
1:53
Copyright 2014 The Nielsen Company
TABLE 5 CROSS-PLATFORM HOMES RANKED BY IN-HOME STREAMING BEHAVIOR
COMPOSITE
BLACK
# OF
PERSONS
(000)
STREAM
# OF
PERSONS
(000)
STREAM
Stream 1
24,794
23.8
57.2
238.6
2,676
26.9
54.3
329.8
Stream 2
24,794
2.8
31.3
252.9
2,670
3.5
27.4
370.2
Stream 3
24,810
0.8
18.5
255.9
2,688
1.0
16.6
342.6
Stream 4
24,779
0.2
12.8
246.5
2,664
0.3
12.4
353.5
Stream 5
24,798
0.0
7.9
237.5
2,676
0.0
8.0
349.4
Non Streamers
120,838
0.0
1.1
231.1
13,162
0.0
0.6
315.3
All
244,813
2.8
13.5
238.9
26,537
3.3
12.4
332.5
INTERNET
TV
STREAMING
QUINTILE
INTERNET
TV
( AVERAGE DAILY MINUTES )
HISPANIC
INTERNET
TV
( AVERAGE DAILY MINUTES )
ASIAN
# OF
PERSONS
(000)
STREAM
# OF
PERSONS
(000)
STREAM
Stream 1
3,174
23.1
43.6
193.3
1,444
36.5
56.1
111.9
Stream 2
3,185
2.8
18.3
194.5
1,440
4.6
31.1
127.9
Stream 3
3,180
0.8
10.6
195.3
1,438
1.2
19.1
110.9
Stream 4
3,169
0.2
8.0
202.9
1,443
0.3
14.0
147.0
Stream 5
3,181
0.0
6.1
192.7
1,439
0.0
10.6
153.0
Non Streamers
19,520
0.0
0.7
195.9
8,261
0.0
0.7
148.5
All
35,408
2.5
8.2
195.8
15,465
4.1
12.8
139.8
STREAMING
QUINTILE
INTERNET
TV
( AVERAGE DAILY MINUTES )
THE CROSS-PLATFORM REPORT | Q2 2014
( AVERAGE DAILY MINUTES )
13
TABLE 5 CROSS-PLATFORM HOMES RANKED BY IN-HOME INTERNET BEHAVIOR
COMPOSITE
BLACK
# OF
PERSONS
(000)
STREAM
# OF
PERSONS
(000)
STREAM
Internet 1
33,970
12.8
71.0
295.4
3,525
14.6
66.5
418.6
Internet 2
33,984
4.5
17.5
251.1
3,510
6.7
16.9
345.0
Internet 3
33,977
2.1
5.9
229.8
3,517
1.9
6.1
330.3
Internet 4
33,983
0.6
1.6
219.3
3,517
0.7
1.7
297.4
Internet 5
33,966
0.2
0.2
226.5
3,525
0.2
0.3
343.9
Non Internet Users
74,932
0.0
0.0
225.6
8,943
0.0
0.0
302.5
All
244,813
2.8
13.5
238.9
26,537
3.3
12.4
332.5
INTERNET
TV
INTERNET
QUINTILE
INTERNET
TV
( AVERAGE DAILY MINUTES )
HISPANIC
TV
( AVERAGE DAILY MINUTES )
ASIAN
# OF
PERSONS
(000)
STREAM
# OF
PERSONS
(000)
STREAM
Internet 1
4,410
13.9
50.6
228.1
1,990
19.2
70.7
124.9
Internet 2
4,408
3.9
10.2
188.1
1,984
8.9
20.0
116.9
Internet 3
4,411
1.0
3.2
173.1
1,981
1.5
5.9
159.6
Internet 4
4,405
0.5
1.0
180.8
1,988
1.0
1.3
126.7
Internet 5
4,413
0.1
0.2
194.8
1,986
0.2
0.2
158.7
Non Internet Users
13,360
0.0
0.0
200.4
5,536
0.2
0.0
144.5
All
35,408
2.5
8.2
195.8
15,465
4.1
12.8
139.8
INTERNET
QUINTILE
14
INTERNET
INTERNET
TV
( AVERAGE DAILY MINUTES )
( AVERAGE DAILY MINUTES )
Copyright 2014 The Nielsen Company
TABLE 5 CROSS-PLATFORM HOMES RANKED BY IN-HOME TELEVISION VIEWING BEHAVIOR
COMPOSITE
BLACK
# OF
PERSONS
(000)
STREAM
Television 1
48,332
2.7
20.5
Television 2
48,333
2.3
Television 3
48,335
Television 4
Television 5
TELEVISION
QUINTILE
Non Television
Viewers
All
# OF
PERSONS
(000)
STREAM
614.2
5,266
3.1
20.1
793.3
14.7
298.1
5,265
3.1
12.0
423.1
2.2
11.9
177.3
5,261
3.3
12.7
259.5
48,331
2.1
9.4
92.9
5,264
3.1
9.1
147.6
48,337
4.3
10.8
21.6
5,262
3.5
8.3
41.9
3,145
9.2
19.0
0.0
218
7.3
6.1
0.0
244,813
2.8
13.5
238.9
26,537
3.3
12.4
332.5
INTERNET
TV
INTERNET
TV
( AVERAGE DAILY MINUTES )
HISPANIC
STREAM
Television 1
7,011
2.7
12.0
Television 2
7,016
2.1
Television 3
6,999
Television 4
Television 5
Non Television
Viewers
All
TV
( AVERAGE DAILY MINUTES )
ASIAN
# OF
PERSONS
(000)
TELEVISION
QUINTILE
INTERNET
INTERNET
TV
# OF
PERSONS
(000)
STREAM
465.8
3,012
2.7
12.7
414.0
8.7
247.0
3,014
1.8
9.6
175.4
1.7
7.3
157.2
3,001
3.3
13.9
87.7
7,009
1.8
5.7
89.2
3,009
4.0
10.7
33.9
7,011
3.8
7.4
25.1
3,007
7.5
14.9
5.2
362
6.6
7.9
0.0
423
11.3
26.6
0.0
35,408
2.5
8.2
195.8
15,465
4.1
12.8
139.8
( AVERAGE DAILY MINUTES )
THE CROSS-PLATFORM REPORT | Q2 2014
( AVERAGE DAILY MINUTES )
15
TABLE 6 SMARTPHONE VIDEO VIEWING QUINTILES
BASED ON ADULTS 18+ USAGE OF VIDEO ON APPS/WEB
Q2 2014
SMARTPHONE QUINTILES
Q2 2013
# OF PERSONS (000)
TPP (HH:MM:SS)
# OF PERSONS (000)
TPP (HH:MM:SS)
Smartphone 1
22,858
6:42:37
19,349
4:36:03
Smartphone 2
22,867
1:10:44
19,411
0:46:48
Smartphone 3
22,890
0:25:15
19,388
0:17:03
Smartphone 4
22,863
0:08:02
19,377
0:05:20
Smartphone 5
22,891
0:01:09
19,404
0:00:45
All
114,369
1:41:30
96,930
1:09:06
BLACK
HISPANIC
ASIAN
TABLE 7 - TELEVISION DISTRIBUTION SOURCES
NUMBER OF HOUSEHOLDS (IN 000S)
COMPOSITE
16
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Broadcast Only
12,023
10,947
1,999
1,804
2,835
2,512
663
617
Wired Cable (No Telco)
54,119
56,621
7,522
7,667
5,716
6,377
2,044
2,099
Telco
12,399
10,857
1,625
1,403
1,425
1,163
653
618
Satellite
34,417
35,243
3,612
3,725
5,465
5,314
752
951
Broadband Only
2,068
n/a
142
n/a
204
n/a
201
n/a
Copyright 2014 The Nielsen Company
TABLE 8 CABLE/SATELLITE HOMES WITH INTERNET STATUS
NUMBER OF HOUSEHOLDS (IN 000S)
COMPOSITE
BLACK
HISPANIC
ASIAN
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Q2
2014
Q2
2013
6,120
5,306
637
513
893
820
506
461
6,274
5,904
1,305
1,252
1,800
1,569
135
130
Cable Plus and Broadband Access
80,546
78,511
8,354
8,006
8,932
8,607
3,397
3,305
Cable Plus and No Internet /
Narrowband Access
20,102
21,783
4,092
4,466
3,478
3,614
215
255
Broadcast Only and
Broadband Access
Broadcast Only and No Internet/
Narrowband Access
TABLE 9 DEVICES IN TV HOUSEHOLDS
NUMBER OF HOUSEHOLDS (IN 000S)
COMPOSITE
BLACK
HISPANIC
ASIAN
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Q2
2014
Q2
2013
Q2
2014
Q2
2013
DVD/Blu-Ray Player
93,707
94,587
11,381
11,460
12,064
12,110
3,074
3,237
DVR
55,713
52,977
5,884
5,567
5,968
5,574
1,786
1,881
100,684
93,514
12,156
11,076
13,694
12,703
3,998
3,872
Video Game Console
51,470
50,250
6,476
6,123
8,044
7,936
2,242
2,229
Tablet
42,064
27,049
4,213
2,559
5,224
2,907
2,191
1,729
Enabled Smart TV
11,688
6,193
1,057
530
1,728
769
914
485
High Definition TV
THE CROSS-PLATFORM REPORT | Q2 2014
17
TABLE 10 - TELEVISION DISTRIBUTION SOURCES BY ETHNICITY
PERCENTAGE OF HOUSEHOLDS
MARKET BREAK
COMPOSITE
WHITE
BLACK
HISPANIC
ASIAN
Broadcast Only
10%
9%
12%
16%
15%
Wired Cable (No Telco)
46%
47%
50%
38%
47%
Telco
11%
11%
12%
10%
16%
Satellite
30%
31%
25%
35%
18%
Broadband Only
2%
2%
1%
1%
5%
EXHIBIT 2 MOBILE DEVICE PENETRATION BY ETHNICITY
SMARTPHONE
FEATURE PHONE
22%
29%
32%
TOTAL
71%
BLACK
78%
68%
18%
21%
HISPANIC
ASIAN
79%
18
WHITE
82%
Copyright 2014 The Nielsen Company
SOURCING &
METHODOLOGIES
GLOSSARY
TV HOUSEHOLD: Nielsen defines a TV household as a home with at least one operable
TV/monitor with the ability to deliver video via traditional means of antennae, cable STB or
Satellite receiver and /or with a broadband connection.
TRADITIONAL TV: Watching live or time-shifted content on a television set.
WIRED CABLE: Traditional cable delivered through wires to your home.
TELCO: A paid TV subscription delivered fiber-optically via a traditional telephony provider.
SATELLITE: A paid TV subscription where the signal is distributed to an orbiting satellite.
The amplified signal is then re-transmitted to the home and received via a dish. (Sometimes
also referred to as dish).
BROADBAND ACCESS: A paid, high-speed Internet access delivered via DSL, Cable
Internet through cable provider, Fiber-Optic Service, U-Verse, Satellite Internet, Data Card
(aircard that connects to a cellular phone network) or PC tethered to cell phone (cellular
phone network).
NARROWBAND ACCESS: A household that accesses the Internet via a telephone line (often
referred to as dial up).
BROADCAST ONLY: A mode of television content delivery that does not involve satellite
transmission or cables (iea paid service). Also commonly referred to as Over-the-air.
BROADBAND ONLY: A household with at least one operable TV/monitor that receives
video exclusively through a broadband internet connection instead of traditional means
(over the air, wired cable, telco, satellite).
AM/FM RADIO: Listening to programming from AM/FM radio stations or network
programming.
MULTIMEDIA DEVICE: Viewing on an Apple TV, Boxee, Roku, Google Chromecast, or other
internet connected device through the television. This does not include DVD / Blu-Ray
Devices, Game Consoles, or Computers.
ENABLE SMART TV: A household with at least one television set that is capable and
enabled to access the internet.
THE CROSS-PLATFORM REPORT | Q2 2014
19
TELEVISION METHODOLOGY
On Traditional TV includes Live usage plus any playback viewing within the measurement
period. Time-shifted TV is playback primarily on a DVR but includes playback from VOD,
DVD recorders, server based DVRs and services like Start Over.
On Traditional TV reach includes those viewing at least one minute within the
measurement period. This includes Live viewing plus any playback within the measurement
period. Second Quarter 2014 Television data is based on the following measurement
interval: 03/31/14-06/29/14. As of February 2011, DVR Playback has been incorporated into
the Persons Using Television (PUT) Statistic.
Metrics for Using a DVD/Blu-Ray Device and Using a Game Console are based on when
these devices are in use for any purpose, not just for accessing media content. For
example, Using a Game Console will also include time when the game console is being
used to play video games.
ONLINE METHODOLOGY
In July 2011 an improved hybrid methodology was introduced in Nielsens NetView and
VideoCensus product. This methodology combines a census level accounting of page views
and video streams where Nielsen measurement tags have been deployed in order to project
audience and behavior to the full universe of all Internet users. For VideoCensus, the
portion of the total video streams calibrated by census data, previously allocated to Home/
Work computers, are now allocated to other devices and locations such as smartphones
and viewing outside of home and work. This change affects both Watching Video on the
Internet and Using the Internet figures. Beginning in Q1 2012, Cross-Platform metrics
are derived from the new hybrid panel. Year over year trends are available beginning in Q3
2012. Data should not be trended to previous quarters published editions.
Hours:minutes for Internet and video use are based on the universe of persons who used
the Internet/watched online video. All Internet figures are weekly or monthly averages over
the course of the quarter. All Using the Internet on a Computer metrics are derived from
Nielsen NetView product, while all Watching Video on the Internet metrics are derived
from Nielsen VideoCensus product. Watching Video on the Internet is a subset of Using
the Internet on a Computer.
Due to the release of the Chrome browser v.19 in May 2012, some Nielsen Netview data for
a small number of sites that have extensive use of HTTPS is under reported for May and
June 2012. A solution has been implemented for July 2012 reporting. This affects Using the
Internet on a Computer during this time.
YouTube Partner reporting became available through Nielsen VideoCensus featuring May
2012 data. YouTube Partner data is reported as individual channels under the YouTube brand
in Nielsen VideoCensus. Data for each YouTube partner is aggregated across two entity
levels, the broadest as Nielsen VideoCensus channel entity and the more granular being
Nielsen VideoCensus client-defined entity. This affects the Watching Video on Internet
during this time.
Due to a processing error, YouTube brand-level stream and duration metrics were
inflated from May 2012 May 2013 which impacted Watching Video on Internet. The
current report contains the corrected metrics for the prior year data in the year over year
comparisons. However, because of an additional processing issue that occurred in Q2 2012
(above note), the Q2 2012 data could not be restated and is based on the originally released
data points.
As of January 2014, two factors led to an increase in Watching Video on the Internet.
Secure or https streaming of videos was added into reporting for entities such as
Facebook. Additionally, YouTube mobile streams became included within the hybrid
reporting.
20
Copyright 2014 The Nielsen Company
RADIO METHODOLOGY
AM/FM RADIO METHODOLOGY: Audience estimates for 48 large markets are based on
a panel of people who carry a portable device called PPM that passively detects exposure
to content that contains inaudible codes embedded within the program content. Audience
estimates from the balance of markets and counties in the US are based on surveys of
people who record their listening in a written diary for a week.
The estimates in this report are based on RADAR and the National Regional Database.
RADAR reports national network radio ratings covering the US using both PPM and Diary
measurement and it is based on a rolling one-year average of nearly 400,000 respondents
aged 12+ per year.
Monthly Radio Estimates: Nielsens Measurement Science group used statistical modeling
techniques to estimate the total cume audience to radio in a four week period, as compared
to the total cume audience to radio in an average week. The methodology utilized PPM
panel data, and essentially measured how many people who were not exposed to radio in a
single week might typically be exposed to radio over a consecutive four week period. A radio
cume growth factor was then determined and applied to radio listening on a national basis.
NOTES: Listening to HD radio broadcasts, Internet streams of AM/FM radio stations and
Satellite Radio is included the Persons Using Radio estimates in this report where the
tuning meets our reporting and crediting requirements.
MOBILE METHODOLOGY
Nielsens Electronic Mobile Measurement (EMM) is an observational, user-centric approach
that uses passive metering technology on smartphones to track device and application
usage on an opt-in convenience panel. Results are then reported out through Nielsen
Mobile NetView 3.0. There are approximately 5,000 panelists in the US across both iOS and
Android smartphone devices, and this method provides a holistic view of all activity on a
smartphone as the behavior is being tracked without interruption.
A number of steps are taken after the data collection process to ensure the reported data
is representative of the mobile population. Weighting controls are applied across five
characteristics (gender, age, income, race, and ethnicity) while independent enumeration
studies are carried out on a continuous basis to provide the most current estimates of
the mobile population (aka Universe Estimation). This mobile population is drawn from
a combination of Mobile Insights, as well as surveying the National People Meter (NPM)
panel that is the industry standard and currency for TV Ratings.
Figures reported in Nielsens Mobile NetView 3.0 include those individuals who are P18+
who have used an iOS or Android smartphone device in the US during Q2 of 2014. In
particular:
Using any App/Web on a Smartphone refers to consuming mobile media content
through a web browser or via a mobile app. It does not include other types of activity
such as making/receiving phone calls, sending SMS/MMS messages etc, which has been
excluded for this report.
Watching Video on a Smartphone is a subset of Using any App/Web on a Smartphone
and refers to those individuals who visit a website or use a mobile app specifically designed
to watch video content.
Due to this methodology change from survey based data to EMM as of the Qtr 4 2013
report, data should not be trended to previous quarters published editions. The current
report contains the revised metrics for the prior year data in the year over year comparisons.
THE CROSS-PLATFORM REPORT | Q2 2014
21
SOURCING
TABLES 1, 2, 3, 4 - A WEEK IN THE LIFE, OVERALL
USAGE BY MEDIUM, MONTHLY TIME SPENT BY
MEDIUM IN HOURS:MINUTES USERS 2+, MONTHLY
TIME SPENT BY MEDIUM IN HOURS: MINUTES
Source: Traditional TV, Time-shifted TV, DVD, Game Consoles, Multimedia Devices
03/31/14-06/29/14 via Nielsen NPOWER/NPM Panel, Online 04/01/14-06/30/14 via Nielsen
Netview and Nielsen VideoCensus, Mobile 04/01/14-06/30/14 via Nielsen Electronic Mobile
Measurement, Radio 03/28/13-03/26/14 via RADAR 121.
Table 1 is based on the total US population whether or not they have the technology.
Tables 2-4 are based on users of each medium.
Electronic Mobile Measurement is based on P18+. Radio RADAR 121 data is based on P12+.
Therefore, P2+ would be based on P18+ for Smartphone and P12+ for Radio.
TABLE 5 CROSS-PLATFORM HOMES RANKED BY
IN-HOME BEHAVIOR
Source: 04/01/14-06/30/14 via Nielsen NPOWER/Cross-Platform Homes Panel for P2+.
Internet and Streaming based on home PC only.
TABLE 6 SMARTPHONE VIDEO VIEWING QUINTILE
Source: 04/01/14-06/30/14 via Electronic Mobile Measurement for P18+. Smartphone video
viewing quintiles are grouped based on users time per person per month watching video
on a Smartphone. It refers to those individuals who visit a website or use a mobile app
specifically designed to watch video content.
TABLE 7, 8, 9TELEVISION DISTRIBUTION SOURCES,
CABLE/SATELLITE HOMES WITH INTERNET STATUS,
DEVICES IN TV HOUSEHOLDS
Source: Based on the Universe Estimates for the 15th of each month within the quarter via
Nielsen NPOWER/NPM Panel.
TABLE 10 - TELEVISION DISTRIBUTION SOURCES PERCENTAGE OF HOUSEHOLDS
Source: Based on the scaled installed counts for 03/31/14-06/29/14 via Nielsen
NPOWER/NPM Panel.
EXHIBIT 1 AVERAGE TIME SPENT PER ADULT 18+ PER
DAY
Source: Live TV, Time-shifted TV, DVD, Game Consoles, Multimedia Devices 03/31/1406/29/14 via Nielsen NPOWER/NPM Panel, Online 04/01/14-06/30/14 via Nielsen Netview,
Mobile 04/01/14-06/30/14 via Electronic Mobile Measurement, Radio 03/28/13-03/26/14
via RADAR 121.
Exhibit 1 is based on users of each medium.
22
Copyright 2014 The Nielsen Company
EXHIBIT 2 MOBILE DEVICE PENETRATION
BY ETHNICITY
Source: Mobile 04/01/14-06/30/14 via Nielsen Mobile Insights.
Note: - represents insufficient sample size while n/a represents data unavailability.
PAGES 4-7
Digital Video: Video content viewed on a computer or mobile device. Includes Watching
Video on the Internet and Watching Video on a Smartphone.
TV Screen: Viewing on a TV screen originating from the television or any device connected
to the television. This would include when these devices are in use for any purpose, not just
for accessing media content. Includes On Traditional TV, Using a DVD / Blu-Ray Device,
Using a Game Console, and Using a Multimedia Device.
DAILY TIME SPENT
Source: Traditional TV, DVD, Game Consoles, Multimedia Devices 03/31/14-06/29/14,
04/01/13-06/30/13, 03/26/12-06/24/12 via Nielsen NPOWER/NPM Panel; Online 04/01/1406/30/14, 04/01/13-06/30/13, 04/01/12-06/30/12 via Nielsen VideoCensus; Mobile
04/01/14-06/30/14, 04/01/13-06/30/13, 04/01/12-06/30/12 via Nielsen Electronic Mobile
Measurement
Based on users of each medium.
DEVICE PENETRATION
Source: Smartphone P13+ May 2014 via Nielsen Mobile Insights, Smart TV and Multimedia
Devices HHLD May 2014 via Nielsen Custom data, Overall TV May 2014 via Total and TV
HHLD Universe Estimates, Other devices HHLD May 2014 based on the scaled installed
counts via Nielsen NPOWER/NPM Panel.
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company
with leading market positions in marketing and consumer information, television and
other media measurement, online intelligence, mobile measurement, trade shows
and related properties. Nielsen has a presence in approximately 100 countries, with
headquarters in New York, USA and Diemen, the Netherlands.
For more information, visit www.nielsen.com.
Copyright 2014 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo
are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product
and service names are trademarks or registered trademarks of their respective companies.
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THE CROSS-PLATFORM REPORT | Q2 2014
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