Nielsen's Q4 Cross-Platform Report Adds Insights On Consumer Consumption By Gender
March 5, 2014 at 4:00 AM (PT)
NIELSEN has released its Q4 2013 Cross-Platform Report, which -- in addition to the usual, serialized quarterly data standard to the -- includes some insights on audio and mobile consumption broken out by gender.
Radio remained second to TV in consumer usage.
NIELSEN SVP/Insights DOUNIA TURRILL writes, " We’ve measured how people consume media for some 70 years and can tell you first-hand: Content creators, agencies and CMOs are dealing with this fragmentation head-on. As they evolve, so does our ability to capture and measure the connection points that inform decisions on billions of advertising dollars. Broadcasters and publishers want to make guarantees on which they can deliver, and the advertiser community wants to see a return on investment. Tying this all together is the consumers’ ever-present desire to be entertained, informed and engaged while looking to all the touchpoints for that content."
"Each quarter we look to increase the scope and granularity of insights as we report on the American consumer’s connection to content; video, audio and text, across linear, digital and mobile," she continues. "We look not only to extend the breadth of measurement we report, but also to ensure that as measurement evolves it becomes more precise. This year will be another big year in audience measurement as we enable measurement of broadcast and digital video on mobile devices across both the linear and dynamic ad models. With this in mind, we have migrated the reporting of mobile use and mobile video use within this report from data taken from our mobile insights survey to metered data through Electronic Mobile Measurement. With this we see some trend breaks as we migrate to a more precise and consistent reporting of mobile consumption, one that is based on measured behavior."
Some of the report's key findings:
- Profiles Of Multimedia Mobile & Video Users
- A Closer Look At Smartphone Users
- A Closer Look At Tablet Users
The report then looks into the average time spent per adult 18+ per day spent with:
- Live TV
- Watching Timeshifted TV
- Using DVD/Blu Ray Device
- Using A Game Console
- Using Internet On A Computer
- Using A Smartphone
- Listening To AM/FM Radio
- Using A Multimedia Device