Nielsen Asks, 'Consumers Have Nearly Unlimited Content Options, But How Many Do They Really Use?'
September 26, 2016 at 4:49 AM (PT)
In a new report, NIELSEN notes, "For consumers, having content options is no longer a luxury, but an imperative. And so, too, are the multitude of devices that they use to engage with that content. But having a plethora of content options at our collective fingertips doesn’t necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter NIELSEN Total Audience Report, which focuses on what options consumers have in addition to how they use them, behaviors and usage are unique to the device being used. Consumers still spend most of their time on traditional platforms, but they also look to explore the wide range of content channels made available by new media."
NIELSEN found that adults still spend the most time watching TV, as the average adult spends more than four hours each day watching live TV. The average monthly channels available on TV (206) is only a fraction of what’s available on digital apps or websites, so consumers are using more of them. In the second quarter of 2016, consumers visited 55 PC sites and used 28 smartphone apps, compared to 20 TV channels viewed. Even though Americans have fewer channels to choose from than they did last year, the percentage of channels they actually view has remained consistent at 9.6% year over year from 2015-2016.
Americans spend nearly two hours listening to the radio each day, beating out smartphones, tablets and PCs for second place. With Spanish-language formats adding to their available options, Hispanics listen to the greatest number of radio stations.
Digital platform penetration continues to increase, prompting more accessible content for consumers to scroll, swipe and surf through.
Of all devices, PCs and smartphones boast the highest average monthly usage. On average, adults visit about 55 websites via PC, use 28 apps and visit 44 sites via smartphone, and use 14 apps via tablet. These digital platforms offer unbridled access to countless sites and apps available at the consumers’ fingertips, enabling them to frequent more types of content specific to their interests.
Site and app visitation, specifically on smartphones, continues to climb. NIELSEN also found shifts in digital platforms: PC users are visiting fewer sites, while smartphones are showing an increase in sites visited. In fact, these are near mirrors of one another, with the average adult going to 7.4 fewer sites on the PC and 7.5 more sites on the smartphone over the past two years. Similarly, but to a lesser degree, consumers are also increasing the number of apps they visit on their smartphones (+1%) and tablets (+7%).
Black and Hispanic consumers visit more sites on their smartphones and use more apps than the national average. In fact, black adults also watch the greatest number of television channels, while Asian-Americans visit the most web and video sites via PC.