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Adoption of New Media Formats Soaring

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Consumer adoption of new media formats has increased at double- and triple-digit rates in the past two years, as technologies such as high-definition TV, digital video recorders, and the Internet create higher quality and more convenient viewing experiences for consumers, according to Nielsen's latest Three Screen Report.

  • HDTV: 47.9% of US households with a TV now have a HDTV, up 189% from the first quarter of 2008.
  • DVR: 36.2% of TV households now have DVRs, up 51% from 2008 levels.
  • Broadband: 63.5% of households now have broadband Internet access (high-speed connections that improve online video delivery), up 24% from 2008 levels.
  • Smartphone: 22% of households now have smartphones, up 38% from a year earlier and up 120% from 2008 levels.

Below, other findings from Nielsen's Three Screen Report for the first quarter of 2010.

TV remains the preferred screen of choice, though consumers are watching more timeshifted TV and Web-based video:

  • Some 286.2 million people in the US with TVs now spend on average 158 hours and 25 minutes each month tuning into television, roughly 2 hours more TV per month than a year earlier.
  • The number of people who watch timeshifted TV reached 94.6 million in the first quarter, up 18.1% from a year earlier—with users watching timeshifted TV an average of 9 hours and 26 minutes per month, up 14.7% from a year earlier.
  • Some 134.5 million people now watch video on the Internet (up 2.6% from a year earlier)—spending on average 3 hours and 10 minutes monthly doing so, up 5.9% from a year earlier.
  • The mobile viewing audience reached 20.3 million in the first quarter, up 51.2% from a year earlier—with viewers watching an average of 3 hours and 37 minutes each month.



Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.


Despite the common perception that viewers of videos via mobile phones are predominantly teens, over one-half (55%) are adults age 25-49; 34% are age 24 or younger; and 12% are age 50+.

Consumers are also continuing to simultaneously use the Internet while watching TV, with the average time spent doing both activities up 9.8% year over year, to 3 hours and 41 minutes in March 2010.

* TV in the home includes live usage plus any playback viewing within the measurement period. Timeshifted TV is playback primarily on a DVR but includes playback from VOD, DVD Recorders, and services like Start Over.

** Internet figures are from home and work. Hours:minutes for Internet and video use are based on the universe of persons who used the Internet/watched online video. All Internet figures are monthly averages over the course of the quarter.

About the data: Data are from Nielsen's latest Three Screen Report (1Q10), based on quarterly analyses from Nielsen's Anywhere Anytime Media Measurement Initiative (A2/M2). 


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