Heavy in-home streamers of online content underindex consumption of TV content compared to the average viewer, according to The Nielsen Company Q1 2011 Cross-Platform Report. The trend became more pronounced in Q1 2011 compared to Q4 2010.
In Q4 2010, the heaviest US in-home streamers of online content ages 2 and up averaged 14.5 minutes per day of streaming content and 262.7 daily minutes of TV viewing. Interestingly, the second-heaviest group of US in-home online content streamers, who averaged only 2.4 daily minutes, reported the heaviest daily consumption of TV (270.7 minutes). Those who consumed no online streaming content had the second-lowest average daily TV consumption (265.4 minutes).
Streaming, TV Consumption Rise in Q1 2011
Averages for daily online content streaming and TV consumption both rose in Q1 2011 compared to Q4 2010, perhaps reflecting the impact of winter weather. In any event, the heaviest in-home online content streamers had higher averages for both daily online content streaming (18.8 minutes) and TV viewing (272.4 minutes), although their average TV consumption was still lowest.
In a shift from patterns detected in Q4 2010, the second-highest consumers of streamed online content (3.1 minutes) only averaged the second-highest daily consumption of TV (285.4 minutes). The fourth-highest consumers of streamed online content (0.3 minutes) had the highest daily average of TV viewing (290 minutes).
Younger Adults Stream More, Watch TV Less
Examining adults 18-34, Nielsen finds more pronounced behaviors in terms of higher online streaming content consumption and lower TV viewing. In Q4 2010, the heaviest streamed online consumers among adults 18-34 averaged 27 minutes a day, compared to a low of 212.1 daily minutes of TV viewing. The heaviest consumers of TV only averaged 246.5 minutes a day (and 1.3 minutes a day of streamed online content, the third-highest average).
In Q1 2011, the heaviest online content streamers among adults 18-34 significantly reduced both their daily minutes of streamed online content (5.9) and TV (23.7), However, the heaviest TV viewers increased their average consumption by about 2.5 times to 522 minutes, while the lightest online content streamers increased their average consumption by a factor of 38 (0.1 minutes to 3.8 minutes).
Pew: 2 in 3 Web Users Pay for Content
Nearly two-thirds of internet users (65%) have paid to download or access some kind of online content from the internet, according to Q4 2010 data from the Pew Internet & American Life Project. Music, software, and apps are the most popular content that internet users have paid to access or download. The online content assessed by Pew includes only “intangible” digital products such as software, articles and music that need not have a physical form.
source: http://www.marketingcharts.com/
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