Daily Hours Watching Video and TV to Match Sleep by 2013. Daily Video/TV Use to Expand by 35% – Web, Mobile and Games to Drive Growth
Daily Hours Watching Video and TV to Match Sleep by 2013. Daily Video/TV Use to Expand by 35% – Web, Mobile and Games to Drive Growth.
TORONTO, June 11 /PRNewswire/ — With video entertainment choices
expanding rapidly with the broader availability of web video and
video-capable devices such as the iPhone, Americans are consuming more
video content than ever according to the Multiplatform Video Report
released today by Solutions Research Group.
NOW 6.1 HOURS DAILY WITH VIDEO-BASED ENTERTAINMENT
The study found that an average American consumer aged 12 and older
with Internet access now spends 6.1 hours daily with video-based
entertainment, up from 4.6 in 1996. Of this 6.1 hours, 63.9% (nearly 4
hours per day) currently comes from traditional Television, including live,
DVR and video-on-demand viewing. Video games, web and PC video, DVDs and
video on mobile devices account for the balance.
TV accounted for a lower share of video-based entertainment among
younger Americans, coming in at 42.4% among those 12-24 (vs. 63.9% total
population average). There was also a significant difference between men
and women, with TV accounting for 70.4% of women’s daily video-based
entertainment diet, versus 57.7% for men. PC or online video use was
similar, accounting for 10.1% of daily video time for men and 10.5% for
women.
DIFFERENT PRIME TIME PERIODS FOR DIFFERENT PLATFORMS
One of the most interesting aspects of the findings was the different
‘prime time’ periods in evidence for various media platforms. For example,
PC and web video achieved its highest share mid-day during the week (12.3%
share) and it was lowest after 6 pm weekdays and weekends. Prime time for
video gaming was Saturday mornings while mobile video peaked during weekday
mornings.
TIME WITH WEB AND MOBILE VIDEO TO NEARLY TRIPLE BY 2013
Projections developed for the report suggest that per capita time spent
with PC, web and mobile video will increase from just under 1 hour per day
currently to nearly 2.9 hours by early 2013, based on factors that include
greater access to and use of web video, significantly increased penetration
for laptops, mobile video devices and Internet-enabled devices such as the
iPhone.
Total hours with video-based entertainment on all platforms is
forecasted to expand nearly 35% to about 8 hours on average, as consumers
use more screens in more places and video becomes ubiquitous on every
screen at home and work and on-the-go. For context, this is close to the
time spent sleeping nightly by an average American.
The report predicts that time spent with traditional TV will remain
close to 4 hours per day, based on factors such as increasing DVR
penetration, availability of more on-demand content, more live and event
programming and changing demographics. The ratio of “linear” to
“time-shifted” programming will continue to change in favor of
time-shifting, however.
Finally, while daily time with TV will remain close to 4 hours,
traditional TV’s share of the total video entertainment pie is projected to
shrink from 63.9% today to 47.1% by 2013, given the overall increase in
consumers’ total video-based entertainment consumption.
ABOUT MULTIPLATFORM VIDEO REPORT
The information in this release comes from the Multiplatform Video
Report, part of the independent Digital Life America research program
undertaken by Solutions Research Group. The current multiplatform use and
share data are based on a survey of 1,014 online Americans aged 12 and
older in February 2008 using a professionally-managed panel representative
of the US online population by age, gender, region, and ethnicity. The
survey participants completed a comprehensive online diary about their
platform use and video-based entertainment for morning, mid-day and evening
time blocks “yesterday.” The projections are based on a proprietary model
of technology adoption developed as part of Digital Life America
studies-more information can be obtained by contacting the research
director for the study.
To maintain an unbiased perspective, Solutions Research Group funds its
own syndicated research.
http://www.srgnet.com/
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