In an increasingly fragmented world, people are watching television anywhere and everywhere. Nielsen illustrates this with its Multi-Screen Media Usage report, which found viewing videos on computers to be as common as watching television at home.
At least once a month, 84 percent of respondents watched content on a computer at home, only slightly behind TV at 85 percent. Across all devices, three-quarters of the 28,000 Internet respondents in 56 countries said they watched online video, up 4 percentage points from 2010.
Mobile video, in particular, has been making headway, with 56 percent of consumers watching videos on mobile phones at least once a day; 28 percent reported watching at least once a day. Of special note are the Asia-Pacific and Middle East/African regions, where 74 and 72 percent of respondents, respectively, watch videos on mobile phones at least once a month; 38 and 37 percent, respectively, said they do so at least once a day. Trailing behind is North America, where only 38 percent of consumers watch mobile video once a month. Still, we’re seeing big growth, with an 8 percentage point increase from the year prior.
It’s not surprising to see higher adoption rates in the Asia-Pacific and Middle East/African regions. For some populations, mobile phones are more readily accessible than computers or TV. India, in particular, is well known for having more mobile phones than the number of toilets
“The convenience of mobile connectivity has revolutionized how people are engaging with digital content and each other around the world,” Dounia Turrill, senior vice president of Client Insights at Nielsen, said in the report. “With the growth of smartphones, mobile video consumption is on the rise for entertainment content, particularly in emerging markets where many consumers leapfrog home Internet altogether in favor of the all-in-one smartphone.”
On the TV front, 35 percent said they already owned high-definition TV sets (with another 25 percent expressing interesting in purchasing one), and 17 percent own connected TVs (and 25 percent intending to buy one). Consumers were significantly less interested in 3D TV sets, with only 6 percent reported owning one (and 25 percent considering buying one).
What can we take from this? We’re living in new times where the proliferation of devices (and subsequent fragmentation) means video is being consumed in every which way. Companies, therefore, should take notice and make their videos available across all screens because consumers want content everywhere.