Consumer “Three Screen Time” Predicted to Grow

Last month I blogged about how video media oversupply is expected to drive down the value of the traditional TV ad market. I also hinted at how 9192_media_overloadconsumer consumption of three screens – TV, Internet and mobile is growing – but at some point will reach a limit. Nielsen’s Anywhere Anytime Media Measurement initiative for the second quarter of 2009 shows that consumers are still increasing screen time and one way they’re managing all of these inputs is through simultaneous usage.

For example, over half of consumers watch TV and the Internet simultaneously at least one time each month. Here’s how consumers spend a typical month on screen time:

  • TV at home: 141 hours
  • Timeshifted TV: 7 hours 16 minutes
  • Internet: 26 hours 15 minutes (includes home and work)
  • Video on Internet:  3 hours 11 minutes
  • Mobile phone subscribers watching mobile video: 3 hours 15 minutes

The study also found that for those consumers who watch TV and the Internet simultaneously, at least 2 hours and 39 minutes are spent in this way each month. For marketers trying to reach these consumers, messages broadcast on multiple screens may prove most effective.

And while Nielsen analysts highlighted the large jump in the number of mobile phone subscribers who are watching video on these devices, a 70% year over year increase, the total monthly time spent on average on this activity dropped nearly 22 minutes over the past year. Marketers who want to reach the younger demographics will definitely be looking to increase their budgets on mobile screens though. The average teen spent over 6 hours a month watching mobile video. That number drops to about 2 hours a month for consumers over age 45.

[Source: A2/​M2 Three Screen Report, Nielsen, September 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.