Internet gaining on TV says global Nielsen study
Sue Tabbitt ©RapidTVNews | 06-08-2010
The rise of internet video is threatening traditional TV habits, according to a new Nielsen study.
The research, How People Watch, asked 27,000 online consumers in 55 countries how they watch video. It confirmed that an important subset of the global population (the connected population) is consuming video across multiple platforms.
Around 70% of connected consumers, globally, now watch online video, though North Americans and Europeans lag behind other regions. More than half of connected consumers worldwide watch online video in the workplace.
Mobile video is already being used by 11% of respondents, with penetration highest in the Asia-Pacific region, and among consumers in their late 20s. Tablet PCs are expanding the definition of mobile video, with 11% of connected consumers saying they already owned or planned to purchase a tablet PC (such as an iPad) in the next year.
TV remains a universally important platform for video consumption, with connected consumers in many markets spending 4+ hours per day watching TV. HD is boosting consumption, improving the TV viewing experience for 30%. Adoption is highest among older consumers, and in North America, where HD content has proliferated.
3DTV is expected to have a small but important audience, meanwhile: 12% of global online consumers own or have definite intent to purchase a 3DTV in the next year.
‘Over the Top’ (OTT) televisions with Internet connections are gaining interest, too. Just over one in five (22%) global online consumers owns or has definite interest in buying a TV with Internet connection in the next year.
