In the second quarter of 2010, more Americans watched video on their mobile devices than ever before. The following State of the Media report takes a closer look at these trends.
Mobile
While the number of people watching videos on their mobile phones remains relatively small compared to TV, they are increasingly using the devices to that end. On a year-to-year basis, the number of people watching mobile video increased more than 43%, while the amount of time spent doing so was up almost 7%.
| Overall Usage Number of Users 13+ (in 000s) – Monthly Reach | ||||
|---|---|---|---|---|
| Q2 2010 | Q1 2010 | Q2 2009 | % Diff Yr to Yr | |
| Using a Mobile Phone ^ | 229,375 | 229,495 | 220,527 | +3.99% |
| Mobile Subscribers Watching Video on a Mobile Phone ^ | 21,957 | 20,284 | 15,267 | +43.82% |
| Source: The Nielsen Company As of Q2 2010, 22 million people watched video on a mobile device | ||||
| Monthly Time Spent in Hours:Minutes Per User 13+ | |||||
|---|---|---|---|---|---|
| Q2 2010 | Q1 2010 | Q2 2009 | % Diff Yr to Yr | Hrs:Min Diff | |
| Mobile Subscribers Watching Video on a Mobile Phone ^ | 3:37 | 3:37 | 3:15 | + 11.3% | +0:22 |
| Source: The Nielsen Company | |||||
| Monthly Time Spent in Hours: Minutes – Age Demographic Q2 2010 | |||||||
|---|---|---|---|---|---|---|---|
| T13-17 | A18-24 | A25-34 | A35-49 | A50-64 | A65+ | P13+ | |
| Mobile Subscribers Watching Video on a Mobile Phone^ | 7:13 | 4:20 | 3:37 | 2:53 | 2:10 | 1:48 | 3:37 |
| Source: The Nielsen Company. Based on Total Users of each Media Nielsen’s mobile survey reports mobile video usage for those users 13 and older | |||||||
| Mobile Video Audience Composition – Q2 2010 By Age Demographic | ||||||||
|---|---|---|---|---|---|---|---|---|
| Female and Male | ||||||||
| T13-17 | A18-24 | A25-34 | A35-49 | A50-64 | A65+ | F2+ | M2+ | |
| On Mobile Phones ^ | 18% | 15% | 30% | 25% | 11% | 2% | 45% | 55% |
| Source: The Nielsen Company. Based on Total Users of each Media Nielsen’s mobile survey reports mobile video usage for those users 13 and older | ||||||||
^ The average monthly unique users of mobile phones and mobile video in Q2 2009, Q1 2010 and Q2 2010, projected based on Nielsen telecom flowshare, surveys and historical CTIA projections of U.S. wireless subscriptions. Video user projection, time spent and composition data based on survey analysis of past 30 day use during the period. The mobile video audience figures in this report include mobile phone users who access mobile video through any means (including mobile Web, subscription-based, downloads and applications).
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