Nearly half of people in the U.S. watch video online, according to Nielsen’s Q2 2011 report on cross-platform consumption. The report, which breaks out TV, Internet video, and mobile video viewing by region, demographic, and race shows that whites spend less time viewing video online and via mobile devices than other races and ethnic groups.
Asians who watch video on the Internet viewed more than 9 hours of it per month, according to the report, followed by Hispanics, who spent 6 hours and 15 minutes watching online on average. African-Americans viewed web video for around 6 hours and whites for only 3 hours 50 minutes.
The breakdown is similar for monthly mobile video viewing. For Asians who watch it, the average total view time is 6 hours 30 minutes, for African-Americans it’s 5 hours 25 minutes, Hispanics view 4 hours 20 minutes, and whites just 3 hours 37 minutes.
The numbers fall sharply when Nielsen factors in consumers without access to broadband or mobile technology. For instance, the average time spent viewing mobile video among all U.S. teens aged 13 to 17 was just 20 minutes per week.
Young adults were among the most avid video viewers, according to the media research firm. Online video viewers aged 18 to 24 watched an average of 7 hours 28 minutes per month. Those aged 25 to 34 watched for 6 hours 30 minutes. Meanwhile, those 65 and older watched for 2 hours 35 minutes.
The report also showed teens and young adults spent more time watching video via mobile devices compared to older Americans.
Mobile subscribers watching video on their phones rose around 36 percent compared to Q2 2010, according to Nielsen.
The company also pointed to interesting regional findings in the report. Houston, for instance, has the highest penetration of mobile social users, and nearby Dallas has the highest DVR penetration. Down South, people in New Orleans spend the most time viewing primetime television, and Miami residents “are most likely to have a mobile phone in their pockets.” Los Angeles has the highest percentage of mobile video users.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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