AJR Media Group

According to the latest Nielsen Cross-Platform Report, Americans spent more than 34 hours per week in front of a TV set in Q2, 2012, where they watched traditional TV, DVDs and played games.

Most of the content from these activities was delivered to the TV set in a traditional manner, over broadcast, cable, satellite or telco connection, and a growing amount was delivered by Internet connection. Americans also added another five hours in front of the computer screen using the Internet, or watching video content, and an increasing amount of time using Smartphones this quarter.

Average Time Spent Per Person Per Day (People 2+ in US TV HH)
	*Time Spent Per Day (Hrs/Mins)*
*Medium*	*Q2 2010*	*Q2 2011*	*Q2 2012*
Live TV	4:20	4:23	4:18
DVR playback	0:18	0:20	0:22
Video games	0:10	0:12	0:12
DVD playback	0:14	0:12	0:10
Source: Nielsen, November 2012

Tablets and Smartphones are proving to be novel, and potentially necessary utilities, to enable a new trans-generational community of connected consumers that crosses age, gender, race and ethnic lines to participate in the multitasking that used to be reserved for the young, or tech savvy elite.

While tablets and Smartphones offer the freedom of mobility, close to 40% of Americans now use them while watching TV at least once a day, and twice as many do it at least once a month. Smartphones now have a market penetration greater than 50%, and tablets are already in nearly 20% of US TV homes.

More than 39% of people use their Smartphone at least once a day while watching TV; 62% say they do this multiple times a week, and 84% do at least once a month. Additional simultaneous usage noted in the report includes:

Age groups 25-34 and 55-64 are the most likely to use tablets multiple times per day while watching TV
Nearly half of the 18-24 year olds use their Smartphones while watching TV at lease twice a day
85% of tablet/Smartphone owners use their device while watching TV at least once a month, with 40% of them daily
36% of people 35-54 and 44% of people 55-64 use their tablets to dive deeper into the TV program they are currently watching
41% use their tablet, and 39% their Smartphone, at least once a day while watching TV
44% of 18-24 year olds and 50% of 25-34 year olds are visiting social networking sites on their Smartphones during both commercials and programs while watching TV
55-64 year olds are the heaviest web surfers and email checkers on tablets during commercial breaks and programs
eMailing is the heaviest simultaneous Smartphone activity across all demos, with over 50% of user checking during commercials and programs
Nearly a third of tablet users aged 25-64 check sports scores on their tablets while watching TV
29% of 25-34 year olds shop on their Smartphones while watching TV

Source: Nielsen, November 2012

We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution.

H&A Media group - "The Nugget"