MediaVideoNielsen: Older Adults Embracing Digital Video Viewing

Nielsen: Older Adults Embracing Digital Video Viewing

A new report from Nielsen shows that older viewers are spending significantly more time watching video on digital devices as opposed to traditional TV screens.

Millennials are not the only ones who are streaming their favorite Netflix shows from their computers and smartphones anymore, as a new report from Nielson shows that older viewers are increasingly embracing digital video in lieu of traditional TV content.

In its new Q2 2014 Cross-Platform Report, Nielsen found that 35- to 49-year-olds and 50- to 64-years-olds consumed 80 percent and 60 percent more digital video content this year, respectively, compared to the same period last year.

It seems that while traditional TV viewing on a television screen is declining, overall media consumption is on the rise. This is driven by the growth in digital video viewing across all age demographics, according to Nielsen.

The report also found that overall media consumption among younger viewers, 18- to 34-years-olds (or “Millennials”) in the report, is up 4 percent during the second quarter of 2014 compared to the same period last year. This increase is primarily fueled by the increase in video views on computers and mobile devices, notes Nielsen.

Year-over-year overall growth in digital use among the Millennials surveyed reached 16 percent, and digital video viewing climbed 53 percent. During Q2 of this year, these younger viewers spent an average of 35 minutes per day watching digital video, the most of any age group. 

q2-2014-cross-platform-imageNielsen also found that respondents are using various devices to watch videos. While some prefer to watch videos on desktops and some on tablets, many are watching on their smartphones, which have now achieved 71 percent penetration in the U.S.

Related Articles

What makes videos effective on Twitter?

Social What makes videos effective on Twitter?

8m Tereza Litsa
The online video metric all marketers should focus on in 2017

Analytics The online video metric all marketers should focus on in 2017

9m Rebecca Sentance
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts
How to take advantage of Facebook's focus on longer videos

Social How to take advantage of Facebook's focus on longer videos

9m Tereza Litsa
Why 2017 is set to be the year of the video

Media Why 2017 is set to be the year of the video

10m Andy Morley
How to build a successful digital video strategy in 2017

Marketing How to build a successful digital video strategy in 2017

9m Tereza Litsa
Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

Marketing Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

9m Polly Alluf
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

9m Al Roberts