Americans Watching More Television Shows on TV, Web, Mobile Devices

Feb 23, 2009  •  Post A Comment

Americans watched a record 151 hours of television per month during the fourth quarter, the Nielsen Co. says.
In a new “Anytime Anywhere Media Measurement [A2/M2] Three Screen Report,” the ratings company said that Americans are also watching more video on the Internet and on cell phones and other mobile devices.
Americans who watch video over the Internet see another 3 hours of online video per month and mobile viewers consume another four hours per month of video content.
“The American fascination with television and other video content is not easing up, as consumers keep turning to TV, Internet and Mobile at record levels,” said Susan Whiting, vice chair of the Nielsen Company. “Viewers appear to be choosing the best screen available for their video consumption, weighing a variety of factors, including convenience, quality and access. It is clear that TV remains the main vehicle for viewing video, although online and mobile platforms are an increasingly important complement to live home-based television.”
Nielsen also found that except for the teenage years, viewing of traditional television increases with age. The use of video on the Internet peaks among young adults while viewing mobile video is highest in the teen years.
It also found that men continue to watch video on mobile phones more than women, and women continue to watch video on the Internet and television more than men.
The work day continues to be the prime-time for Internet video, Nielsen says. Weekdays outpace weekends for online video viewing with 65% of online video viewers streaming content between 9 a.m.–5 p.m. Monday through Friday, versus 51% of online video viewers logging on between 6 a.m.–8 p.m. on weekends.
(Editor: Baumann)


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