Reports and Insights | Global Online Consumers and Multi-Screen Media: Today and Tomorrow

ByMabel R. Acton

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Improvements in technological innovation, a multitude of linked devices, and evolutions in the media distribution landscape have furnished far more approaches than at any time to eat media throughout diverse screens, no matter whether at home, at operate, or on-the-go.

To comprehend how consumers all-around the planet are responding to this fragmented media atmosphere, Nielsen surveyed on the net consumers across the globe on their multi-display screen media use, unit ownership and purchase intentions, World-wide-web accessibility points, and how they see mobile technology’s job in the long run.

Nielsen’s World Survey of Multi-Display Media Use of more than 28,000 Web respondents in 56 countries indicates that watching video clip material on pcs has develop into just as well-known as looking at video content on tv amongst on-line people, with in excess of 80 p.c reporting viewing video content material at residence on a laptop (84%) or on Tv (83%) at the very least as soon as a month. By contrast, in 2010, a lot more on the web individuals documented looking at video clip articles on Tv set (90%) than on a personal computer (86%) in a thirty day period-long period of time.

Whilst the in-residence Television and pc are nonetheless the most well known devices to view movie written content, utilization and advancement in on-line and cellular systems is making a sustained effects. A few-quarters (74%) of worldwide respondents report viewing video through the Net (on any device), up four factors considering the fact that 2010, and around fifty percent of world-wide on-line individuals (56%) say they look at video on a mobile telephone at the very least once a thirty day period and 28 percent at least the moment a working day.

On-line video clip usage is very likely to carry on its rise, as buyers are increasingly connecting to the World-wide-web at substantial speeds. Much more than fifty percent (57%) of online respondents all-around the environment reveal they very own a personal computer with large-velocity online access—an maximize of 4 points given that 2010, and an more 16 percent say they program to obtain a person within the following calendar year.

Even though tablets are an emerging group with lessen amounts of penetration than smartphones, world-wide buyers are exhibiting increased interest all-around these products. According to the survey results, 12 p.c of on the internet respondents around the world possess a tablet today—up about 70 % from the seven % who reported ownership in 2010.
This report is primarily based mainly on a series of media use inquiries bundled in Nielsen’s World Survey, in August/September 2011. The survey polled more than 28,000 shoppers with standard on the web/Internet accessibility from 56 nations during Asia-Pacific, Europe, Latin The united states, the Middle East, Africa, and North The usa. Whilst online study methodology enables for tremendous scale and world wide arrive at, it is constrained in that it supplies a perspective only on the habits of existing World wide web buyers, not overall populations. Benefits may perhaps therefore, among other possibilities, about-report online use by means of computers, underneath-report classic tv usage, and/or below-report cell media usage. On top of that, responses are only indicative of respondents’ beliefs about their own media usage, relatively than actual metered data.