Nielsen Q4 Metrics Report: Smartphones Most-Used Platform
April 21, 2016 at 11:52 AM (PT)
According to NIELSEN's Q4 2015 Comparable Metrics Report, the smartphones across all adult demographic groups are the most-used platform, in terms of days per week among users of each medium. Adults 18+ use their devices 5.8 times per week, followed by television (5.5 times per week). Adult TV viewers watch an average of 5.5 days per week. Tablets are used more often by people ages 35-49 than ages 18-34. Penetration among ages 50 and over is only 19%, but those owners use tablets most often. Smartphone owners within the age range of 35-49 use their phones most often -- including app and web usage (not talk, text or email).
NIELSEN SVP Audience Insights GLENN ENOCH commented: “Smartphone penetration is nearly as high as TV set and radio ownership, and consumers carry their phones everywhere. High penetration plus portability and customized functionality have made them a staple of consumers’ media diet. Smartphones provide advertisers and marketers with the opportunity to reach consumers with information throughout the day.” Here is NIELSEN's DAILY DOSE commentary on the subject.
The Q4 Comparable Metrics Report focuses on three basic concepts equally applicable to all categories of media measurement:
• The number of adults who use a given platform or content type in a week.
• The number of days per week that those adults access the content.
• The amount of time the adults spend engaging with content.
In addition to measuring how many, how often, and how long of these platforms among adults by age race and ethnicity, including digital measurement into video, streaming audio, and social networking, viewed as subsets of the totals listed for each category. The report distills all platforms down to an average audience figure and allows us to view everything in the context of usage within the average minute.