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presented by Michael Holmes for OSU New Media Communications April 2010. Who’s Watching What? Insights from the Video Consumer Mapping Study. The media world is more complex than ever. 2010 Broadcast TV Cable TV Satellite TV IPTV DVR AM & FM radio Satellite radio Internet radio - PowerPoint PPT Presentation
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Who’s Watching What?Insights from the Video Consumer Mapping Study
presented by Michael Holmesfor OSU New Media Communications
April 2010
The media world is more complex than ever
2
1970Broadcast TV Cable TV AM & FM radioNewspapersMagazines (10k+)MoviesVinyl recordsCassette tapeReel-to-reel tapeTelephonePostal mailBooks
2010Broadcast TVCable TVSatellite TVIPTVDVRAM & FM radioSatellite radio Internet radioMobile videoSmart phoneSMS textingNewspapersMagazines (17k+)E-mail Web browsing
Social mediaStreaming mediaDesktop widgets CD, MP3MoviesVCR, DVD, VODTelephoneMobile phoneVoIP phoneInstant messagingOnline gamingGame consolesHandheld games
Postal mailBooksetc.
Hours in the day
1970 2010
24 24
4
Measuring video is a multi-platform,
multi-place challenge
TV
DVR
DVD
Porta-ble DVD
In-store TV
Video on laptop
Video iPodVideo cell
phone
The VCM study helps the media industry face this challenge
5
The Nielsen Company
Council for Research Excellence
Media Consumption and Engagement Committee of the CRE
The CRE asked for a snapshot of the media world
in order to
Dimension current consumption of media—focusing on television and video—and how it is changing over time
Guide video media audience measurement by Mapping the current media ecosystem
6
We responded to the research challenge
7
A consumer-centric media insight and R&D facility
Mike Bloxham Director, I&R
Michael Holmes Associate Director
A brand and media metrics consultancy
Bill Moult Founding partner
Jim Spaeth Founding partner
The study is complex and costly
8
• Full waking day observation of media exposure, life activities and locationWhat?
• Primarily former Nielsen panelists(e.g. from FTO), recruited with Nielsen’s assistanceWho?
• Observed twice, in Spring and Fall 2008When? • Six regionally dispersed DMAsWhere? • Computer-assisted observationHow? • A final sample of 952 observed days: Over 15,000
hours of observation, at 10-second resolutionHow many?
A large sample was used
9
Core DMAs in yellow
Acceleration DMA in red
Image from Google Earth™
Dallas, TX
Seattle, WA
Chicago, IL
Indianapolis, IN
Atlanta, GA
Philadelphia, PA
Location and activity codes
10
Locations
• Own home• Other’s home• Car• Public Transportation• Work• School• Other
Life Activities
• Media only• Work• Meal preparation• Meal eating• Traveling or commuting• Personal needs• Household activities or chores• Care of another• Personal/household services • Education • Religion (includes church
organizations)• Organizations (civic, govt.,
community)• Social activities (socializing)• Exercise/sports/hobbies• Other
Media codesTV• News program• Sports program• Entertainment/info program• Ad/Program promotion• Surfing• Navigation (e.g., program guide)Video Playback• Videotape• DVD• TiVo/DVR • Other
Radio• Search (Yahoo, Google, Ask, etc.)• Social network (MySpace, etc.)• Online gaming • Media browsing (YouTube, iTunes)• OtherWeb• Office/writing/work• Offline PC Game• Online PC Game (non-web)• Media (photo/imaging/video/sound)• Other (Programming, CAD)Email
Instant Msg
Software
Computer Media
• CD on Computer (includes SACD)• DVD on Computer (inc. music DVD)• Digital Music Stored (on hard drive)• Digital Music Streaming (real-time)• Digital Video Stored• Digital Video Streaming• Other
Phone
• Landline• Mobile Talk• Mobile Texting/SMS• Mobile Camera• Mobile Video• Mobile Audio (MP3)• Mobile Games (any built-in game)• Mobile Web (includes online game)• Other
Portable Video
• Portable DVD• Non-DVD (iPod, PSP, PDA, etc.)• Other
Music
• Portable Music (iPod, other MP3)• Home/Office Stereo or boom box• Other (e.g., music in retail setting)
• Newspaper • Magazine • Book • Other
Games
• Console Online• Console Offline• Portable (PSP, Gameboy, etc)• Other (arcade, DVD extra, etc)
Digital Transfer
• Download audio• Download video• Upload audio• Upload video
Other• Cinema• Other (walkie talkie or other 2-way
radio, etc.)• Apparent primary attention is noted
in concurrent media exposures• Supplemental flags are used to tag
social/solitary viewing, altered speed, indoor/outdoor
11
The analysis focuses on the screen ecosystem
12
ComputerScreen
2nd
3rd MobileScreen
Text
Message All OtherScreens
4th
1st
TVScreen
13
The dominance of the screen ecosystem has been noted in some of the nation’s foremost news sources.
0 60 120 180 240 300 3600
20
40
60
80
100
Example: Total Daily Reach and Duration for Live TV
Daily Duration: Average Minutes per User
Daily Reach:% of observed days
Live TVDaily reach: 94%Avg. daily duration: 331 mins
Usage per User: Average daily duration
Use
rs: D
aily
reac
h
Total Usage =Daily reach X Daily duration 94% X 331= 311 avg. mins
per ALL Core participants including non-users spent with Live Television
1414
0 60 120 180 240 3000
20
40
60
80
100 Live TV
Video
Any Computing
Any Internet Web
IM
Software
Any Audio
Broadcast radio
Any Print
Newspapers
Magazines
Any Phone
Landline
Mobile
Gaming
Other media
Daily Reach and Average Daily Duration for All Major MediaCore Sample N=752 observed days, Spring and Fall 2008
Daily Duration: Average Minutes per User
Daily Reach:% of observed days
Live TV Continued To Dominate Other Media
1515
0 60 120 180 240 300 3600
20
40
60
80
100Total TV & Video
Total TV (Live + Playback)
Live TV
Playback via DVR
Total Non-TV Video
DVD/VCR
Video on Demand/PPV (Fall '08 only)
Computer Video
Digital video stored on computer
Digital video streaming to computer
DVD on computer
Mobile Video
Portable DVD Video on personal devices (iPods, etc.) Video on
mobile phone
Environmental/Other video
Total Daily Reach and Duration for Video MediaCore sample, N=752 total observed days, Spring '08 and Fall '08
Total TV & Video
TV
Non Total TV Video
Computer Video
Mobile Video
Daily Duration: Average Minutes per User
Daily Reach:% of Participants
DVD/VCR players matched DVR on duration, but were higher on daily reach.
DVDs Followed by DVR Playback Were by Far the #2 And #3 Sources of Video After Live TV
16
Except for those 45-54, 4-screen totals all add to 8½ hrs +/-2%
929
19
25
18
12
62
50
62
52
36
16
15
15
15
20
45
47
51
38
11
67
56
74
46
42
19
26
14
34
35
27
21
14
11
17
16
17
19
9
7
18-24
25-34
35-44
45-54
55-64
65+
0 60 120 180 240 300 360 420 480 540 600
210
256
230
336
346
421
Live TV: 309minPlayback via DVR: 15minDVD or VCR: 23minConsole games: 7min
Web: 49minEmail: 37minIM: 8minSoftware: 46minComputer video: 2min
Mobile talk: 17minMobile text: 2minMobile web: 1minMobile other (e.g. camera, etc): 0.5minMobile video: 0.1min
Environmental /Other video: 4minIn-Cinema movie: 2minGPS navigation: 2min
1st s
cree
n
2st s
cree
n
3rd s
cree
n
4th s
cree
n
1st screen 2nd screen 3rd 4th
8½ hrs
8½ hrs
8½ hrs – 2%
8½ hrs + 1%
9½ hrs+ 1%
8½ hrs
It is widely recognized that those 65+ are heavy users of Live TV
Among those 55+ time with email declines substantially and IM disappears
DVR playback is highest among those under 55 Those 45-54 use TV like those older but computer like those younger
Web use is highest for those under 45
DVD use is highest among the 18-34 Computer and environmental video small and mainly among those under 25
How Consumers Accumulated Their Screen TimeAverage Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
All participants, including non-users of various media, including concurrent media exposure
By age group
Total 1st screen: 353minTotal 2nd screen: 143min Total 3rd screen: 20min
Total 4th screen: 8min
929
19
25
18
12
62
50
62
52
36
16
15
15
15
20
45
47
51
38
11
67
56
74
46
42
19
26
14
34
35
27
21
14
11
17
16
17
19
9
7
18-24
25-34
35-44
45-54
55-64
65+
0 60 120 180 240 300 360 420 480 540 600
210
256
230
336
346
421
1st screen 2nd screen 3rd 4th
8hrs 31mins
8hrs 32mins
8hrs 18mins
8hrs 33mins
9hrs 34mins
8hrs 30mins
How consumers accumulated screen time varied with ageAverage Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
All participants, including non-users of various media, including concurrent exposure
By age group
Live TV: 309minPlayback via DVR: 15minDVD or VCR: 23minConsole games: 7min
Web: 49minEmail: 37minIM: 8minSoftware: 46minComputer video: 2min
Mobile talk: 17minMobile text: 2minMobile web: 1minMobile other (e.g. camera, etc): 0.5minMobile video: 0.1min
Environmental /Other video: 4minIn-Cinema movie: 2minGPS navigation: 2min
1st s
cree
n
2st s
cree
n
3rd s
cree
n
4th s
cree
nTotal 1st screen: 353min
Total 2nd screen: 143min Total 3rd screen: 20min
Total 4th screen: 8min
Among those 55+ time with email declines substantially and IM disappears
DVR playback is highest among those under 55
Web use is highest for those under 45
DVD use is highest among those18-34
18-24
25-34
35-44
45-54
55-64
65+
0 60 120 180 240 300 360 420 480 540 600 660 720 780
287
321
280
379
370
439
170
158
199
166
117
47
43
24
28
20
14
3
10
8
6
8
11
9
220
171
183
167
178
108
8
22
30
31
28
23
7
11
21
3510.58
By age group
Screen media Other major media
1st screen Audio2nd screen Newspapers3rd screen Magazines4th screen Landline phone
Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008All participants, including non-users of various media, including concurrent media exposure
.
TV screen, computer screen and audio account for about 90% of media exposure
Avg. 353min (48%) Avg.143min (20%) Avg. 20min (3%) Avg: 8min (1%) Radio Avg. 84min (11%) Avg.14min (2%) Avg. 6min (1%) Avg: 25min (3%)Other Audio 80min (11%)
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
65+ Live TV421min
Web19
Software 16
DVD or VCR11
Email11
Playback via DVR
7
GPS Navigation
4
Environmental/Other video
4
Mobile Talk
3
In-Cinema movie
2IM0.3
Console games
0.3
Computer Video
0.2
Mobile Text0.06
Mobile Other0.05
Mobile Web
0
Mobile Video
0
55-64 Live TV346min
Web 42
Email38
Software 36
DVD or VCR14
Mobile Talk12
Playback via DVR
9
Environmental/Other video
4
GPS Navigation
4
In-Cinema movie
3
Mobile Web1.3
Computer Video
1.2
Console games
1.2
Mobile Text0.4
Mobile Other
0.2IM0
Mobile Video
0
45-54 Live TV336min
Software 52
Email51
Web 46
DVD or VCR21
Playback via DVR
19
Mobile Talk18
IM15
Environmental/Other video
5
Console games
3
GPS Navigation
3
Computer Video
2
Mobile Text1.3
Mobile Web0.7
In-Cinema movie
0.6
Mobile Other
0.5
Mobile Video0.13
35-44 Live TV230min
Web 74
Software 62
Email47
DVD or VCR27
Mobile Talk25
Playback via DVR
17IM15
Console games
5
In-Cinema movie
3
Computer Video
3
Environmental/Other video
3
Mobile Text
2
Mobile Other
0.6
Mobile Web0.6
GPS Navigation
0.3
Mobile Video0.06
25-34 Live TV256min
Web 56
Software 51
Email45
DVD or VCR35
Mobile Talk19
Playback via DVR
16
Console games
14
Environmental/Other video
5
Computer Video
4IM3
Mobile Web
2
Mobile Text
2
In-Cinema movie
2
GPS Navigation
1.2
Mobile Other
0.6
Mobile Video0.02
18-24 Live TV210min
Web67
Software62
DVD or VCR34
Mobile Talk29
Console games
26Email
20Playback via DVR
17IM15
Mobile Text12
Environmental/Other video
9
Computer Video
6
In-Cinema movie
1.2
Mobile Other
1.1
Mobile Web0.8
Mobile Video
0.1
GPS Navigation
0
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
65+ Live TV421min
Web19
Software 16
DVD or VCR11
Email11
Playback via DVR
7
GPS Navigation
4
Environmental/Other video
4
Mobile Talk
3
In-Cinema movie
2IM0.3
Console games
0.3
Computer Video
0.2
Mobile Text0.06
Mobile Other0.05
Mobile Web
0
Mobile Video
0
55-64 Live TV346min
Web 42
Email38
Software 36
DVD or VCR14
Mobile Talk12
Playback via DVR
9
Environmental/Other video
4
GPS Navigation
4
In-Cinema movie
3
Mobile Web1.3
Computer Video
1.2
Console games
1.2
Mobile Text0.4
Mobile Other
0.2IM0
Mobile Video
0
45-54 Live TV336min
Software 52
Email51
Web 46
DVD or VCR21
Playback via DVR
19
Mobile Talk18
IM15
Environmental/Other video
5
Console games
3
GPS Navigation
3
Computer Video
2
Mobile Text1.3
Mobile Web0.7
In-Cinema movie
0.6
Mobile Other
0.5
Mobile Video0.13
35-44 Live TV230min
Web 74
Software 62
Email47
DVD or VCR27
Mobile Talk25
Playback via DVR
17IM15
Console games
5
In-Cinema movie
3
Computer Video
3
Environmental/Other video
3
Mobile Text
2
Mobile Other
0.6
Mobile Web0.6
GPS Navigation
0.3
Mobile Video0.06
25-34 Live TV256min
Web 56
Software 51
Email45
DVD or VCR35
Mobile Talk19
Playback via DVR
16
Console games
14
Environmental/Other video
5
Computer Video
4IM3
Mobile Web
2
Mobile Text
2
In-Cinema movie
2
GPS Navigation
1.2
Mobile Other
0.6
Mobile Video0.02
18-24 Live TV210min
Web67
Software62
DVD or VCR34
Mobile Talk29
Console games
26Email
20Playback via DVR
17IM15
Mobile Text12
Environmental/Other video
9
Computer Video
6
In-Cinema movie
1.2
Mobile Other
1.1
Mobile Web0.8
Mobile Video
0.1
GPS Navigation
0
Age groups vary in their platform promiscuity
Using a 10 minute average as a cut off
Those 18-24 are exposed to twice as many screen media 10+ mins as those 65+ (10 vs. 5); greater media diversity
19
Key Findings Summary
20
1. Composition of consumers’ screen media time varied across age groups but total screen time was strikingly similar except among those 45-54, whose screen time was highest.
2. The degree of concurrent screen media exposure (media multitasking) was equivalent for all age groups under 55.
3. Even among those 18-24, TV represented more than 98% of video exposure.
4. Live TV led all video time by a large margin, followed by DVDs, with DVRs third.
5. The study suggests computing has displaced radio as the number 2 media activity. Radio is now 3rd and print 4th.
Key Findings Summary
21
6. New HDTV ownership led to higher TV exposure, though some of this increase appeared to be temporary (and driven by sports).
7. Early DVR owners spent more time with DVR playback that new DVR owners.
8. A higher percentage of TV time was spent as sole medium compared to computers, print or audio. DVR playback time was even more likely than live TV to be as sole medium.
9. TV users were exposed to, on average, roughly an hour a day of live TV ads and promos.
10.Caution needs to be applied in interpreting self-report data for media use. TV was substantially under-reported while online video and mobile video usage were over-reported.
Reports and presentations are available on the sponsor’s site:
www.researchexcellence.com
Contact:Mike Bloxham, [email protected] Michael Holmes, [email protected]
22
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