Computers Top TV in Video Consumption Globally, Mobiles Up and Coming

Computers Top TV in Video Consumption Globally, Mobiles Up and Coming

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Nielsen put out some numbers, in the Global Online Consumers and Multi-Screen Media: Today and Tomorrow report, last week that showed a flip between TV and computers when compared to the 2010 results. They polled Internet users in 56 countries about their video viewing tendencies and 80% of them stated they watched video with the computer, edging out TV by a single percentage. The rise of IPTV and digital video seems to be spreading across the globe and not just the U.S.

The Methodology

Directly from the report:

This report is based primarily on a series of media usage questions included in Nielsen’s Global Survey, in August/September 2011. The survey polled more than 28,000  consumers with traditional online/Internet access from 56 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa, and North America. While online survey methodology allows for tremendous scale and global reach, it is limited in that it provides a perspective only on the habits of existing Internet users, not total populations. Results may therefore, among other possibilities, over-report online usage via computers, under-report traditional television usage, and/or under-report mobile media usage. Additionally, responses are only indicative of respondents’ beliefs about their own media usage, rather than actual metered data.

So these are more of a guideline than anything but even then, it’s nice to see the trends for online video on the rise even in a sort of nebulous way.

Global Video Consumption Across Devices

In 2010 TV ruled the lands with 90% of respondents saying they watched video on TV while the computer had 86% over the course of a 30-day month. Last year we saw a drop in TV consumption with just 83% saying they had watched TV in the past 30-day period while 84% did so on a computer, which was also a drop in reported numbers for 2011.

In terms of consumption, 24% said they watch online video more than once per day but that’s offset by 27% who said that had not watched video online in that same period. So it’s really a mix bag yet and seems to have not reached to all corners of the globe just yet.

Mobile Video Concentration

Mobile video consumption was more prominent in regions like Asia-Pacific (74%) and the Middle-East/African (72%) regions in regards to watching video on a mobile phone at least once a month with 38% and 37% saying daily.

North American consumption is growing with an 8% jump to 38% over 2010 levels in the region showing that at many are looking at a video at least once a month on their phones. In fact, TV an Computer both lost yet online video in general and mobile phone video both gained.

The report also showed that smartphone adoption is booming. Thirty-six percent said they have one now which is 15% more than in 2010. Almost all of them say they would make a payment with their mobile phone as well. So if you can tap into the premium subscription or video-on-demand market for mobile phones, it looks like it could be lucrative in the near future.

The fact that many, 35% globally with 28% undecided, are willing to pay at a physical location with their mobile phones could show the rise of a whole new niche and it means that we, as online video creators, could see big gains in mobile phone-based micro-transactions for video if we extrapolate out from the consumers’ willingness to use their phone in physical locations. I will talk to some mobile payment providers about how this could apply to online video (drop me an email if you’re associated with one of them).

And if you think that smartphones, superphones, tablets and phablets (massive tablet-like phones) aren’t going to be a major factor in your upcoming online video endeavors, take a look at these numbers below.

Many have them and many more want them with large percentages leaning toward actual purchases soon. All hail the digital, mobile lifestyle!


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