Nielsen report shows shifting watch patterns

 

The latest Nielsen Local Watch Report reveals that smartphones are now nearly ubiquitous, tablet penetration is approaching 50 percent, smart TVs are gaining traction and the concept of time-shifting is no longer the sole domain of the in-home DVR. A few key findings from the full report include:

•  Viewers aged 25 to 54 in the Miami market spend an average of 4 hours and 16 minutes each day watching live TV and another 30 minutes viewing time-shifted content.

•  For adult viewers in the Miami market during primetime, 56 percent of viewing is done to live TV, while another 33 percent is time-shifted within seven days and 12 percent comes from video on demand.

•  More than three-quarters (78 percent) of consumers in Miami own a smartphone, one of the hightest penetrations in the country among major metro areas, and 34 percent own a tablet, one of the lowest penetrations. 92 percent of African Americans in Miami own a smartphone, best among the top markets. Nationally, 72 percent own smartphones and 41 percent own tablets.

Nancy Dahlberg

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