Nielsen: 2011 U.S. Media Universe
Consumer Usage Report from Nielsen. A bunch of interesting numbers here. Numbers that I didn’t know about or found remarkable:I’m not sure what Nielsen mean when they divide “Mobile and online consumers” into “Mobile phone” and “Mobile Web”. If they mean that there are 232 million online consumers using mobile phones, it would mean that they are more numerous than “online” consumers (211 million). That graph is basically worthless.More useful is the graph showing “modes of accessing social media” which shows that 97% use computers, and 37% use mobile. What surprised me is that gaming consoles have as big a share as iPad (3%).Even though the US is Blackberry’s stronghold, iPhone has a bigger market share there. iPhone has 28% market share of smartphones, which means roughly 12% of the total mobile phone market. In comparison, Android phones have 43% of the smartphone market and 18,5% of the total mobile phone market.
Smartphone penetration in the US is lowest among “white” (39%) and highest among “Asians” (60%) (I’m unsure whether grouping people like this really is constructive and useful, hence the quotation marks).
A word of warning about drawing too many conclusions: Americans watch a lot more tv than Swedes. In 2010, the average Swede watched tv for 19,3 hours per week. The average American in 2011 watched 32,6 hours of tv per week. I’m surprised that time shifted TV isn’t bigger than it is (on average 2,3 hours per week). However, Forrester’s numbers for 2010 contradict Nielsen: according to them an average american spent 13 hours watching tv in 2010. I doubt that the number increased in 2011, instead it shows that you must look closely at the method and numbers when doing research.
I couldn’t find a number for how long time on average an American spends online in this report. However, Forrester says that an average American spends 13 hours per week online. An average Swede spends about 20 hours per week online.
The average 65+ American spends over 46 hours per week watching traditional tv, and only roughly 2,5 hours a week on internet (on a computer). Reaching an older target group means relying on traditional, old formats.
Ads in mobile video seem accepted by users. Free/low subscription rates are very important for 63% of mobile video viewers, whereas no/few ads are very important to 39%.
According to Nielsen, tablets are bigger in “Middle East, Africa and Pakistan” (13%) than in Europe (6%). Asia Pacific (I take it they mean east Asia) is biggest with 18%.