According to Nielsen's
global survey of multi-screen media usage, watching video
content on computers has become just as common as watching video
content on television among online consumers. More than 80
percent of Internet respondents in 56 countries reported
watching video content at home on a computer (84%) or on TV (83%)
at least once a month. By contrast, in 2010, more online consumers
reported watching video content on TV (90%) than on a computer
(86%) in a month-long period.
While the in-home TV and computer are still the most popular
devices to watch video content, usage and growth in online and
mobile technologies is making a sustained impact. Three-quarters
(74%) of global respondents report watching video via the Internet
(on any device), up four points since 2010, and over half of global
online consumers (56%) say they watch video on a mobile phone at
least once a month and 28 percent at least once a day.
Mobile video is particularly prominent in Asia-Pacific and
Middle East/African regions, where 74 and 72 percent of online
consumers, respectively, report watching video on mobile phones at
least once a month, and almost 40 percent (38% and 37%,
respectively) say they do so at least once a day. While mobile
video is currently less prominent in North America than in other
parts of the world, it is seeing the highest growth rates in mobile
phone video consumption. Thirty-eight percent of North American
respondents say they watch mobile video once a month, up eight
points compared to the 2010 reported results.
"The convenience of mobile connectivity has revolutionized how
people are engaging with digital content and each other around the
world," said Dounia Turrill, SVP, Client Insights, Nielsen. "With
the growth of smartphones, mobile video consumption is on the rise
for entertainment content, particularly in emerging markets where
many consumers leapfrog home Internet altogether in favor of the
all-in-one smartphone."
For more, download
Global Online Consumers and Multi-Screen Media: Today and
Tomorrow
About the report
The Nielsen Global Survey of Multi-Screen Media Usage was
conducted in August/September 2011 and polled more than 28,000
consumers in 56 countries throughout Asia-Pacific, Europe, Latin
America, the Middle East, Africa and North America. The sample has
quotas based on age and sex for each country based on their
Internet users, and is weighted to be representative of Internet
consumers and has a maximum margin of error of ±0.6%. This Nielsen
survey is based on the behavior of respondents with online access
only. Internet penetration rates vary by country. Nielsen uses a
minimum reporting standard of 60 percent Internet penetration or
10M online population for survey inclusion. The Nielsen Global
Survey was established in 2005.