The Nielsen Company has assembled a picture of what and how people watch across television, online, mobile, radio, books and music. In 2010 they see a continuation, if not an acceleration, of current trends with consumers watching and connecting more:
Television
U.S. homes with at least one TV: 114.9M
U.S. homes that are cable and/or satellite ready: 103.6M
U.S. homes with digital cable: 50.9M
U.S. homes with satellite TV: 32.7M
TVs in the U.S. that are HD capable: 47.4M
U.S. homes with a VCR: 75.8M (down 10% since 2007)
U.S. homes with a DVD player: 101M (up 1% since 2007)
U.S. homes with a DVR: 36.7M (up 12% since 2007)
Mobile Phones
U.S. mobile phone users 13+: 223M
Number of mobile Web users: 60.7M (up 33% from 2008)
Percentage of mobile devices that are smartphones: 18% (up from 13% in 2008)
Percentage of mobile device owners that streamed audio: 8%
Percentage of mobile device owners that viewed video via their mobile phone: 7%
Percentage of mobile devices sold in Q3 2009 that were smartphones: 25% (estimated 40%-50 in 2010)
How (and How Much) We Watch
Almost 99% of video content watched in the U.S. is on traditional television
The average American watches 31.5 hrs of TV per week
An average DVR user watches 7 hrs 54 mins of timeshifted TV each month (up 22.5% from 2008)
Kids aged 6-11 watch 28 hrs of live TV a week
Looking ahead – Mid-2011
Estimated smartphone user base: 150M
Estimated mobile subscribers: 300M+
Estimated users of mobile web: 120M
Estimated users watching mobile video: 90M
Percentage of TV households that own:
1 TV Set (16.7%)
2 TVs (28.3%)
3 TVs (25.1%)
4 or more TVs (29.9%)
Internet
Active Internet users: @195M (U.S.)
People who accessed the Internet via a broadband connection: 160.3M (93.3%… up 16% from 2008)
Unique viewers of video: 138.4M (up 11.4% from 2008)
Total online video streams viewed monthly: 11.2B (up 17% from 2008)
Average time spent viewing online video per viewer monthly: 200.1 minutes (up 12.5% from 2008)
Social Networking
Facebook reaches 56% of the active U.S. Internet universe with an average usage of 6 hrs a month per user
Facebook is the #3 site visited by users 65 and older
Twitter grew 500% year over year
Top 5 Smartphones
Blackberry 8300 Curve – 17%
Apple iPhone 3G – 15%
Apple iPhone 3G S – 12%
Blackberry 9530 Storm – 6%
Blackberry 8100 Pearl – 5%
Video Games
Percentage of households that own a device they specifically use for gaming: 73%
Percentage of households that own a video game console or handheld system: 54%
Household penetration of the 7th generation of game consoles: 41%
Top 5 Mobile Web Sites
Google Search
Yahoo! Mail
Gmail
Top Social Networks on
Mobile Phones
Facebook
Time spent on social networking sites in the U.S. increased 277%
The average U.S. worker spends 5 hrs a month visiting social networks at the office
32% of all mobile web users visited a social network
Top 5 computer brands among U.S. adult by percent of ownership
Dell – 49.8%
HP – 26.4%
Compaq – 12.6%
Mac/Apple – 11.3%
Percentage of U.S. adults who have two or more computers: 57.7%
Percentage of U.S. adults who purchased a laptop computer in the past
12 months: 12.9%
Percentage of households that own a handheld console: 23%
Percentage of active gamers that are female (defined as playing at least one hour per week): 45%
Percentage of Nintendo Wii owners and of Sony Playstation Portable (PSP) owners that are female: 49% and 52%, respectively
Top game consoles ranked by share of total usage minutes
Xbox 360 – 23.1%
PlayStation 2 – 20.4%
Nintendo Wii – 19.0%
Audio File
U.S. homes with MP3 players: 49.1M
U.S. homes with satellite radio: 20.5M
Top 5 Mobile Video Channels
YouTube
Fox Interactive Media
Weather Channel
Comedy Central
CBS
MySpace
Twitter