70% Now Watching Online Video; 22% Now Want Internet-Ready TVsAug 5th, 2010 | By James Lewin | Category: Internet TV, Streaming Video, Video
Nielsen has released a new report on video and the Internet, based on input from people in 55 countries, and has found that most people, around the world, are now watching online video. Furthermore, interest in Internet-ready TVs is now at 20%.
“The research reveals how connected consumers all over the world are expanding their video experience across screens,” says Nielsen’s Matt O’Grady.
- Online Video: approximately 70% of global online consumers watch online video; but North Americans and Europeans lag in adoption. More than half of global online consumers watch online video in the workplace.
- Mobile Video: is already used by 11% of global online consumers: penetration is highest in Asia-Pacific and among consumers in their late 20s.
- Tablet PCs: are expanding the definition of mobile video. Globally, 11% of online consumers already own or plan to purchase a tablet PC (such as an iPad) in the next year.
- Television: is a universally important platform for video consumption, with connected consumers in many markets spending 4+ hours per day watching television.
- HDTV (High-Definition TV): is improving the TV viewing experience for as many as 30% of global online consumers. Adoption is highest among older consumers and in North America, where HD content has proliferated.
- 3DTV (Three-Dimensional TV): will have a small but important audience: 12% of global online consumers own or have definite intent to purchase a 3DTV in the next year.
- “Over the Top” TV: televisions with Internet connections are gaining interest. About one in five (22%) global online consumers owns or has definite interest in buying a television with Internet connection in the next year.
Nielsen’s report also identifies differences in video behavior by region and country:
- Claimed TV viewership is higher than average in the emerging BRIC economies, Brazil, Russia, India and China, and lower than average in many developed European markets
- North America and Europe appear to lag slightly behind other regions in the use of online and mobile video
Connected consumers in Asia-Pacific are 45 percent more likely to use mobile video than the global average
- Claimed interest for Tablet PCs is highest in MEAP markets: Middle East, Africa and Pakistan. Connected Pakistanis are twice as likely as the global population to say they own or are interested in a Tablet PC.
- Connected Latin American consumers express above average interest in TVs with Internet connections. Online Consumers in Colombia, in particular, are very interested in acquiring this technology.