Nielsen report shows shifting watch patterns

08/15/2014 2:12 PM

08/15/2014 2:33 PM

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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