Thursday, July 10, 2008

Nielsen: Internet Experience Changing for those Under Age 25

Video is changing the definition of the Internet for those under the age of 24.

-John Burbank, chief marketing officer of Nielsen Co

In Joe Mandese, "TV Screen Remains Most Seen, Nielsen's First '3 Screen' Data Shows Web, Mobile Gaining," Online Media Daily, July 8, 2008

Burbank's comments come with Nielsen's release of its first comparable audience estimates across three screens: television, the internet, and mobile devices. Nielsen's findings are that Americans' viewing of television sets is now the highest ever--127 hours and 15 minutes per month--even while people are devoting more time to video on the other screens. The internet takes up 26 hours and 26 minutes per month, while the people who watched video on cell phones (about 2% of the population, according to other articles) viewed 3 hours and 15 minutes per month on average.

According to Burbank, "Those under 24 use the Internet less than older users but spend a greater percent of time viewing video. For instance, children 2-11 spend relatively little time on the Internet - just 4:58 vs. 38:47 for adults 35-44. But much more of their time is likely spent watching video than checking email or traditional websites."

Of course, the validity of such data is being, and should be, deliberated. NBC, in the meantime, is proceeding with its own "total audience measurement" system, as is the TNS research firm, which is increasingly a broad global competitor to Nielsen.

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