The migration of consumer TV viewing habits seems to be approaching a tipping point, with Nielsen reporting dramatic rises in Internet and mobile video usage at a time when linear TV consumption is trending slightly down.
Nielsen's second-quarter Cross-Platform report, released Monday, says digital video consumption has increased 53 percent among viewers 18-34 to 35 minutes a day, and a whopping 80 percent among 35-49 year-olds to 26 minutes daily.
Use of traditional live television, meanwhile, is down slightly, 1-2 percent across all age groups.
Children 12-17 are consuming less linear TV than any other age group--down to 2 hours and 43 minutes a day. Nielsen also found that, on average, adults spent 1 hour and 25 minutes using their smart phones in the second quarter, up from just 48 minutes during Q2 2012.
"Today we are challenged with an important transition in how media is consumed," Dounia Turrill, senior VP for insights at Nielsen, wrote in the report. "Yet, it's not just a young versus 'older' story."
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Digital media growth, year-over-year. (Source: Nielsen Q2 Cross-Platform Report) |
For more:
- read this Nielsen report
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