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Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE REPORT Q3 20182 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. Considering what connecting with media was like five, 10 or 20 years ago, consumers today are pretty lucky. They can customize their media behaviors and fit them perfectly with their needs be it their life schedule, their interests or their location. While some consumers embrace this personalization, others are keen to be complacent and lean into what they are accustomed to. Both groups have options, however. That much is undeniable. Ive embraced this ability to curate my own media and often wake up talking to my smart speaker about the weather. I follow by tuning the radio in the car during the first leg on my hike into the Nielsen office. And then on my train-ride commute, I get digitally whimsical by either listening to music via a smartphone app, watching programs I downloaded before leaving home or flipping through the digital pages of an e-book. This may sound similar to your content journey, but its probably not exactly the same, given the innumerable choices literally at our fingertips. Marketers looking to capitalize on such rich engagement opportunities need to reach consumers with a like-minded approach to personalization, utilizing marketing strategies that account for this new cross-media world. The one thing many adults in the U.S. have in common is that we spend a good part of our waking days with media. Overall total media use among U.S. adults remains unchanged year-over-year at 10-and-a-half hours per day. But there are shifts in where that time being spent is dedicated to, as we see increases in Internet connected devices and app/web smartphone usage that are gradually replacing time spent on other sources. These shifts are not surprising, as nearly seven out of 10 homes now have a device capable of streaming content, and a similar amount have access to a streaming SVOD service. In this Q3 2018 edition of the Nielsen Total Audience Report, we are happy to share year-over-year comparisons of media use to show how consumer behaviors have shifted across comparable measurement intervals. In addition to the standard penetration estimates of devices and household types, a look at how digital consumption has evolved in the past year is included as well as insights into the influencing factors that shape the consumers journey as they access streaming audio and video content. HIGHLIGHTS FROM THIS Q3 2018 SUMMARY INCLUDE: U.S. Adults spend 10 hours and 30 minutes per day connected to media, the same amount as one year ago Recommendations are a main influence on video and audio streaming Adults 50-64 spend more time per day on media than any other age group Adults 18-34 spend over one-third of their daily media usage on smartphones Black adults spend nearly 13 hours per day across all media Internet Connected Device/Smart TV app usage experienced the largest year-over-year growth in Q3 2018 92% of U.S. adults listen to radio each week vMVPDS exist in 3.7% of all TV households as of September 2018 Enabled smart TV ownership had the largest year-over-year growth for all races and ethnicities More details on sources and methodologies used within the report can be found in the appendix. As a reminder, the data in this report reflects the expanded use of additional data sources and is not comparable to reports prior to Q1 2018. Please take time to read and see how your personal behaviors match up to how others use media. Enjoy! Thanks, PETER KATSINGRIS, SVP AUDIENCE INSIGHTS3 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. AVERAGE TIME SPENT PER ADULT 18+ PER DAY BASED ON TOTAL U.S. POPULATION MEDIA CONNECTED CONSUMERS U.S. adults are spending 10 hours and 30 minutes per day interacting with media across TV, Tv-connected devices, radio, computers, smartphones, and tablets. This total is equal to that of Q3 2017, although some shifts did occur across individual platforms. While that time comprises 44% of the total minutes available in a day, it is also important to acknowledge that some simultaneous usage does occur across devices. Live T Timehied T Radio ternet Conneed vi ternet on a Comper Appeon a Smartphone Appeon a Taet ray vi me Console U.S. ADULTS SPEND 10 HOURS AND 30 MINUTES PER DAY CONNECTED TO MEDIA, THE SAME AMOUNT AS ONE YEAR AGO Note: Some amount of simultaneous usage may occur across devices. Internet Connected Device is inclusive of Smart TV app usage.4 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. Overall video usetime spent with a TV set, video on a computer, and using video focused app/web on smartphones and tabletsamong adults is 5 hours and 24 minutes per day. This is equal to Q2 2018 and down slightly from 5 hours and 27 minutes in Q3 2017. Compared to the year prior, video through the television glass (live+time-shifted TV, TV-connected devices) decreased by five minutes while digital video (computer, smartphone, tablet) increased by two minutes. Additionally, video on a smartphone and tablet only includes entities whose primary purpose is streaming video; there is a portion of video content (including viewing on social networking sites) not included here. AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON VIDEO BASED ON TOTAL U.S. POPULATION AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON SOCIAL NETWORKING BASED ON TOTAL U.S. POPULATION Time spent on social networking remained consistent across all digital platforms in the past year. Adults spent 45 minutes per day engaging with social media in Q3 2018, whether that be reading, commenting, or viewing video content. TConneed visnsoleternet nnected vice Liveimehied T deo on a Comper deo sed Appe on a Smartphone deo sed Appe on a Taet Smartphone Comper Taet5 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. SELECTING STREAMING CONTENT As streaming continues to grow in popularity, the library of video and audio content available at any time is growing at an exponential rate. At times the act of simply choosing what to watch or listen to from a seemingly never-ending list can turn into a time consuming process. What factors are most influential for users as they explore content and decide what to watch and listen to through their streaming services? According to the Q3 2018 Nielsen MediaTech Trender, a quarterly consumer tracking survey concentrating on emerging technology devices and services, people more often than not still refer back to traditional measures in this new world. Two-thirds of audio (67%) and video streaming (66%) users are influenced by recommendations from family and friends. When not getting solicited (or unsolicited) advice from others, users tend to look inward at their own personal history. Sixty-seven percent of video streaming users and 56% of audio streaming users refer back to existing programming they used to watch or listen to on broadcast media and are revisiting now that the content is more accessible. Streaming services are helping to perpetuate their own usage as well. Fifty-nine percent of video and 52% of audio streaming users are influenced by browsing the menus of their services, and nearly half of users are influenced by the recommendations provided by those sites and apps. THINGS THAT INFLUENCE WHICH CONTENT TO WATCH/LISTEN TO ON STREAMING SERVICES How influential are each of the following you might use to explore or decide which content to consume on video / audio streaming services? isting sho ed to tisten to on oadst media ing availae r streaming Remmendations om milyriends oing on streaming servi itespps Nesho learned a on oadst mediahannel itespps Revie (e.g., online, ogs, in maganes, on T et) Remmendations provided streaming servi itespps omotionsntrodtions on soal media Advertisements (e.g., llards, maganes, et) VIDEO STREAMING AUDIO STREAMING6 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. MEDIA TIME BY DEMOGRAPHIC While time spent across all platforms has remained steady at 10 hours and 30 minutes since Q3 2017, some interesting patterns are emerging across different age groups that hint at the future of media usage. Time spent per day increased among adults age 18-34 and 65+ but decreased year-over-year among adults 35-49 and 50-64. Additionally, time spent on TV-connected devices and app/ web on smartphones increased across all demographic groups. Time per day on smartphones increased by 23 minutes for both adults 18-34more than any other group or platform, while live+time-shifted TV and Internet on a computer experienced the largest declines across all age groups. DAILY HOURS:MINS OF USAGE BASED ON TOTAL U.S. POPULATION ADULTS 50-64 SPEND MORE TIME PER DAY ON MEDIA THAN ANY OTHER AGE GROUP Liveimehied T Radio TConneed visnsole ternet nnected vice ternet on a Comper Appeon a Smartphone Appeon a Taet Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. ADULTS 18-34 SPEND OVER ONE-THIRD OF THEIR DAILY MEDIA USAGE ON SMARTPHONES SHARE OF DAILY TIME SPENT BY PLATFORM BASED ON TOTAL U.S. POPULATION Examining the share of time spent on each platform by age gives additional insights into how users are consuming media. Adults 18-34 spend 47% of their time on digital platforms and 37% watching TV and TV-connected devices, compared to 42% digital and 40% TV and TV-connected devices in Q3 2017. Adults ages 50-64, who spend the most overall time across all platforms of any age group, spend 51% of their time watching TV and TV-connected devices and 31% on digital platforms. Regardless of age, tablet usage makes up 7% of time across all groups while radio consistently accounts for between 15 and 18% of daily media use. Liveimehied T Radio TConneed visnsole ternet nnected vice ternet on a Comper Appeon a Smartphone Appeon a Taet 78 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. THE MULTICULTURAL CONSUMER One of the many ways that racial and ethnic diversity across the U.S. can be highlighted is through media usage. While every individual has their own unique habits, at a higher level across groups there are notable differences in media usage as well as some striking similarities when analyzing trends over time. Much like total U.S. adults, time spent among Hispanic and Asian Americans were equal to Q3 2017, albeit with some changes in how that total was accumulated. Hispanics spent 22 additional minutes on smartphones and 10 additional minutes per day on TV-connected devices than the year prior. Asian Americans spent 1 hour and 51 minutes per day on live TV in Q3 2018, the same as Q3 2017, while time spent on Internet connected devices increased from 29 to 34 minutes. Black adults continued to spend more time than any other group with media at 12 hours and 58 minutes per day, which is 23% more time than the average adult. They spend more time than any other group on TVs, TV-connected devices, smartphones, and tablets. BLACK ADULTS SPEND NEARLY 13 HOURS PER DAY ACROSS ALL MEDIA 8 AVERAGE TIME SPENT PER ADULT 18+ PER DAY BASED ON TOTAL U.S. POPULATION Q3 2018 TOTAL BLACK HISPANIC ASIAN AMERICAN Q3 2017 Q3 2018 Q3 2017 Q3 2018 Q3 2017 Q3 2018 Q3 2017 Q3 2018 Live TV 3:54 3:44 5:49 5:31 3:04 2:45 1:51 1:51 Time-shifted TV 0:31 0:30 0:31 0:30 0:19 0:17 0:15 0:14 Radio 1:48 1:44 1:55 1:49 1:55 1:49 N/A N/A DVD/Blu-Ray Device 0:06 0:05 0:07 0:06 0:05 0:04 0:03 0:03 Game Console 0:13 0:13 0:15 0:16 0:14 0:13 0:09 0:08 Internet Connected Device 0:21 0:29 0:24 0:32 0:22 0:32 0:29 0:34 Internet on a Computer 0:40 0:31 0:39 0:28 0:28 0:23 0:51 0:38 App/Web on a Smartphone 2:14 2:31 2:46 3:02 2:13 2:35 2:22 2:35 App/Web on a Tablet 0:43 0:43 0:42 0:44 0:37 0:39 0:46 0:43 Total 10:30 10:30 13:08 12:58 9:17 9:17 6:46* 6:46* *Radio measurement includes Asian Americans but cannot be separated from the total audience at this time9 Copyright 2019 The Nielsen Company (US), LLC. All Rights Reserved. Black adults are spending 7 hours 25 minutes per day on total video usage, which is more than 2 hours greater than the average adult. This total includes 54 minutes per day with TV-connected devices, which is 9 minutes more than in Q3 2017. Hispanic TV-connected device usage increased by 8 minutes year-over-year while video focused app/web on a smartphone grew by 55% to 17 minutes per day. Asian Americans spend the least amount of time with video, but digital accounts for the highest percentage of their viewing at 13%. Unlike video consumption, social media usage is more consistent across different races and ethnicities with little year-over-year change. Black adults are spending the most time on social networks at 49 minutes per day, with Hispanics at 48 minutes and Asian Americans slightly over-indexing at 46 minutes per day. Hispanics spend the most time using social media on their smartphones at 42 minutes per day, which is 88% of their total usage and the highest of any group. AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON SOCIAL NETWORKING BASED ON TOTAL U.S. POPULATION Q3 2018 TOTAL BLACK HISPANIC ASIAN AMERICAN Q3 2017 Q3 2018 Q3 2017 Q3 2018 Q3 2017 Q3 2018 Q3 2017 Q3 2018 Computer 0:05 0:04 0:04 0:03 0:03 0:02 0:07 0:05 Smartphone 0:35 0:35 0:40 0:40 0:40 0:42 0:37 0:36 Tablet 0:06 0:06 0:05 0:06 0:04 0:04 0:06 0:05 Total 0:46 0:45 0:49 0:49 0:47 0:48 0:50 0:46 AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON VIDEO BASED ON TOTAL U.S. POPULATION Q3 2018 TOTAL BLACK HISPANIC ASIAN AMERICAN Q3 2017 Q3 2018 Q3 2017 Q3 2018 Q3 2017 Q3 2018 Q3 2017 Q3 2018 Live+Time-shifted TV 4:25 4:13 6:20 6:01 3:23 3:03 2:06 2:05 TV-C
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