Americans aged 14-75 (34%) most commonly say watching TV is their favorite media activity, followed distantly by surfing the Internet (14%), according to Deloitte.
They watch an average of 18 hours of television in a typical week, up from fewer than 16 hours in 2008. Those aged 14-26 posted the greatest increase in TV viewing: they watch an average of 15 hours a week, up from 10.5 in 2008.
One explanation for the increase in TV viewing is that during the recession 72% of Americans cut back spending on other entertainment, such as concerts, DVDs, CDs, and sporting events, turning instead to less expensive TV entertainment as a substitute.
The vast majority (86%) prefer to watch TV shows on their television set live, via DVR, or On Demand. Only 10% prefer to watch via an online platform; however, 65% would like to be able to connect their TV to the Internet to view video or download content.
Television continues to be the most influential advertising medium, with 83% of consumers saying it is among the top three media that impact their purchase decisions.
Fewer than half say online advertising is among the top three media influences on their purchases. In addition, only 59% say that an online ad has encouraged them to visit a website, down from 72% in 2007. The proportion who would click on online ads if they were targeted to their needs fell to 50%, down from 66% over the same period.
However, 55% of shoppers pay attention to online consumer reviews, including 69% of 14-26 year olds. A slight majority (51%) has bought a product based on a consumer review, and 24% favor an online service that recommends products based on other consumers’ preferences.
TV Technology Of The 2000s
Americans adopted a number of new television technologies in the 2000s. At the end of 2009, nearly 50% of households have an HDTV, and nearly 40% have a DVR, compared to fewer than 1% of households that had either technology at the beginning of the decade, reports Leichtman Research Group. The greater their household income, the more likely they are to own such technologies.
3D may be the TV technology that Americans latch on to in the next decade. More than a third (36%) are interested in watching 3D video on their TVs, including 58% of those aged 18-24 and 49% of those aged 25-34, according to Ipsos MediaCT. While 3D movies have been a fad in the past, it may become a lasting trend both because consumers can expect more high-quality content in the future from Disney-Pixar (which announced all of its future movies will be in 3D) and Discovery Channel and ESPN (both of which have announced plans for channels featuring 3D programming. In addition, the technology is appealing to gamers, who are constantly seeking more immersive gaming experiences.
Viewing Via Web, DVR Surges
Consumers continue to spend more time watching video content online (up 35% year-over-year) and via DVRs (up 21%), according to Nielsen.
Time spent viewing videos embedded in social network profiles and site pages increased 98% from October 2008 to October 2009. In what Nielsen says is a sign of “increased maturity” of both the social media and video markets, much of the growth in video consumption within social media is coming from older generations, with the 35- to 49-year-old segment increasing its viewing time by 37% year over year, and the 65+ segment increasing its viewing by 47%.
Mobile video viewing also continues to grow, with 15.7 million Americans viewing video on their mobile phones in the third quarter, an increase of 53% from last year. Teens spend the most time watching mobile video, at an average of about seven hours per month. [Entertainment, Television]
Sources: “State of the Media Democracy,” Deloitte, Ed Moran, Director of Insights and Innovation, 2 World Financial Center, New York, NY 10281; 212-436-6839; emoran@deloitte.com; www.deloitte.com. Price: Call for information.
“A2/M2 Three Screen Report,” Nielsen Company, Susan Whiting, Vice Chair, 770 Broadway, New York, NY 10003; 646-654-8499; susan.whiting@nielsenmedia.com; blog.nielsen.com/nielsenwire. Price: Call for information.
“Motion,” Ipsos MediaCT, Todd Board, SVP, 49 Stevenson St., 15th Fl., San Francisco, CA 94105; 415-597-4013; todd.board@ipsos.com; www.ipsos-na.com. Price: Call for information.
Leichtman Research Group, Bruce Leichtman, President, 3 Ellison Ln., Durham, NH 03824; 603-397-5400; info@leichtmanresearch.com; www.leichtmanresearch.com. Price: Call for information.
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