TLP Following 2011 Video Trends for TransMedia Packaging

Posted on April 29, 2011

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Online Viewing Stats:

comScore Video Metrix data shows that 174 million US internet users watched online video content in March 2011 for an average of 14.8 hours (888 minutes) per viewer. The total US internet audience engaged in more than 5.7 billion viewing sessions during the course of the month.  Unique viewers were up 2.5% from 169.65 million in February 2011 and down about 3% from 180.2 million in March 2010. Viewing sessions were up 15% from about 5 billion the prior month, and average time per user was up about 9% from 816.4 minutes.

Mobile Video Popularity Jumps 41%

In Q4 2010, 301 million Americans used a mobile phone; of those mobile subscribers, 24.7 million watched video on a mobile phone. This marks a 41% increase from roughly 17.5 million mobile video viewers in Q4 2009.

Nielsen analysis indicates the growing popularity of mobile video is due, in part, to the rapid adoption of media-friendly mobile devices, including smartphones, which make up 30% of the marketplace.

Demographic Stats:

Almost eight in 10 (77.9%) US online video viewers are white, according to [pdf] data collected in November 2010 by The Nielsen Company. Hispanics represent the second-largest ethnic market for online video consumption, representing 12.1% of online video viewers.

Teens Consume Most Mobile Video

Younger consumers ages 12-17 are the heaviest mobile video viewers, watching an average of seven hours and 13 minutes of mobile video a month during Q4 2010. Mobile subscribers on average watched four hours and 20 minutes of mobile video a month in Q4 2010.

Middle class households with children younger than 18 earning $50,000 to $74,999 annually also use the internet at a disproportionately high rate. These households constitute 11% of the internet universe, a 37.5% larger figure than the 8% of the total US population they represent. Interestingly, lower class households with children younger than 18 earning less than $50,000 annually use the internet at a 33% higher rate than their share of US population (16% compared to 12%), meaning they are more likely to be online than middle class households.

Other Findings

  • Almost three-fourths of Americans older than age 18 were married in 1960, but only 52% are today.
  • Hispanics represent the fastest-growing segment of the multi-cultural nation, growing 40% in the past 10 years and numbering 50 million people.
  • Households with children younger than age 18 will be predominantly multi-cultural by 2020 (Hispanic, African-American and Asian-American); 40% already are multi-cultural today due in large part to immigration.
  • High income families view less TV but spend more time viewing with kids, using time-shifted media four times more often than low income households.
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