2018年第一季度互联网受众报告

1、THE NIELSEN TOTAL AUDIENCE REPORTQ1 2018Copyright 2018 The Nielsen Company (US), LLC.s.Which came firstmore consumer choices that drove fundamental shifts in our media behavior or lifestyle changes that begged for new technologies that fit the new way we now live our lives? Perhaps a little of both?

2、Either way, consumers in todays fragmented media landscape have so many ways to discover content that matters to them. This plethora of options is shaping behavior, too, as the ability to choose the source, device, location and time becomes more and more tailored. With each passing day, consumers ar

3、e able to further customize their own media usage into an individualizedPETER KATSINGRIS, SVP AUDIENCE INSIGHTSexperience akin to a media DNA, each consumer with an ability for completealization.Using proven science to understand consumer media behavior is something Nielsen is unrivaled at doing. Th

4、is is especially true when we look at shifting behaviors beyond the here and now. In this re-imagined Nielsen Total Audience Report, were focused on telling the story of whats currently happening across the media landscape for the U.S. consumer. The report examines overall media usage across linear

5、(television and radio) and digital platforms, reviews consumer access to devices and services, digs deeper into TV-connected device use, exploresusage differences across various ages and race/ethnicities, and provides insights into households not consideredtelevision homes.With the evolving media la

6、ndscape, we have also made advancements in our measurement solutions and this progress is represented throughout the report. The Nielsen Total Audience Report now uses our cross-platform respondent-level data set, Total Media Fusion, to report on computer, smartphone and tablet measurement as it bes

7、t reflects digital activity as a whole. To this extent, the more comprehensive and upgraded digital data is not comparable to past reports but will be trended on a go-forward basis. Year-over-year comparisons will be made available once a full year of data with common methodology is established. Mor

8、e details on sources and methodologies used within the report can be found in the appendix.We are excited about the content on the pages that follow and are confident that these unparalleled insights will help provoke thought, influence decisioning and foster industry conversation as a way to drive

9、positive outcomes.Thanks,2Copyright 2018 The Nielsen Company (US), LLC.s.HIGHLIGHTS FROM THIS Q1 2018 SUMMARY INCLUDE: 92% of U.S. adults listen to radio each week, the highest reach across platforms. On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and

10、almost six hours a day withalone. Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics. Black adults are the heaviest users of media overall. Compared to overall U.S., Hispanics listen to more radio, and Asian Americans

11、spend more time with computers and tablets. Nearly 3% of TV homes subscribe to a virtual multichannelprogramming distributor (vMVPD). Almost 20% of consumers use a smart speaker in the household. Two-thirds of U.S. TV households have devices capable of streaming content to the TV set. One out of 10

12、minutes of television use in streaming capable homes is streaming to the TV set. Over eight in 10 non-television households still viewcontent.WEEKLY REACH ACROSS PLATFORMS92% OF ADULTSLISTEN TO RADIO DURING THEAVERAGE WEEKNine out of 10 U.S. adults (18+) use linear platforms in the average week.Live

13、+Time-shifted TV viewing reached 88% ofs in Q1 2018, whileradio had the largest reach across platforms at 92%. Radio also reaches 96% of all Hispanic adults each week.Over a third ofs use their internet connected devices (includingapps on their smart TVs) during the average week, with a higher reach

14、 of 43% for Asian Americans. Computer reach is highest with Asian Americans as well, with 71% using the device weekly. Regardless of race or ethnicity, smartphones remain universally popular, reaching four out of five adults while tablets are used by less than half of all adults weekly.Q1 2018 WEEKL

15、Y REACH % OF USERS 18+ AMONG U.S. POPULATIONLIVE+TIME-SHIFTED TVRADIO88%90%88%74%92%92%96%NADVD/BLU-RAY DEVICEINTERNET ON A COMPUTER15%12%12%9%60%54%47%71%GAME CONSOLEAPP/WEB ON A SMARTPHONE15%15%18%13%79%81%80%84%INTERNET CONNECTED DEVICEAPP/WEB ON A TABLET35%32%38%43%47%43%44%52%TotalBlackHispanic

16、Asian AmericanRadio measurement includes Asian Americans but cannot be separated from the total audience at this time3Copyright 2018 The Nielsen Company (US), LLC.s.P18+ Total Universe (millions)247313916% of P18+ Total Universe13%16%7%MEDIA CONNECTED CONSUMERSU.S. adults are spending nearly half a

17、dayover 11 hourslistening to, watching, reading or generally interacting with media. Time spent across all media in Q1 2018 increased 19 minutes from the prior quarter. This increase in media time is driven by more time on TV-connected devices (+5 minutes) and with digital platforms (+13 minutes). L

18、ive+Time-shifted TV viewing remained relatively flat at four hours and 46 minutes a day. Note that seasonality plays a role with quarterly television usage trends, particularly as people transition from holiday breaks and the occurrence of several marquee sporting events, such as the Olympics and th

19、e Super Bowl. Radio usage was one hour and 46 minutes in Q1 2018, trending consistently with prior quarters.U.S. ADULTS SPEND OVER 11 HOURS PER DAY CONNECTED TO MEDIADigital usage across computer, smartphone, and tablet continue to play a growing role with the adult U.S. consumer. In Q1 2018, three

20、hours and 48 minutes a day were spent on digital, with app/web usage on smartphoneaccounting for 62% of that time.AVERAGE TIME SPENT PER ADULT 18+ PER DAYBASED ON TOTAL U.S. POPULATION0:060:26220:4711:0610:47Q33:540:311:480:402:140:4310:300:13Live TVDVD/Blu-ray Device Internet on a ComputerTime-Shif

21、ted TV Game ConsoleApp/Web on a SmartphoneRadioInternet Connected Device App/Web on a TabletNote: Some amount of simultaneous usage may occur across devices.4Copyright 2018 The Nielsen Company (US), LLC.s.201720180:44Overallusetime spent with a TV set, computer, and usingfocused app/web on smartphon

22、es/tabletsfor adults nets out to almost six hours a day, with consumers picking the platform that best meets theirneeds for watching content. Time spent with television and digitalincreased 11 minutes per day in Q1 2018compared to the prior quarter. Live+Time-shifted TV viewing has increased two min

23、utes, while TV-connected deviceusage increased six minutes to 46 minutes a day.Q4 2017 and two minutes from Q3 2017, whileconsumption on a smartphone increased one minute fromon a tablso increased to five minutes a day in Q1 2018.AVERAGE TIME SPENT PER ADULT 18+ PER DAY ONBASED ON TOTAL U.S. POPULAT

24、ION5:570:055:460:040:090:105:270:040:090:10Video Focused App/Web on a Tablet0:080:460:100:400:40Video Focused App/Web on a SmartphoneVideo on a ComputerTV-Connected Devices(DVD, Game Console, Internet Connected Device)4:254:444:46Live+Time-Shifted TV Q3Q4 Q120182017It is important to note that purpo

25、se is streaming andon a smartphone and tablet only comprises apps and websites whose primarycontent; there is a portion of digitalcontent that is not being included herebut this provides insight into the amount offocused content on these devices. Additionally, time-shifted TVviewing is comprised of

26、DVR usage as well as any time spent watching encoded/measurableeither through their service provider or other subscription-based services.on demand5ADULTS SPEND NEARLYSIX HOURS A DAY CONSUMING ACROSS PLATFORMSCopyright 2018 The Nielsen Company (US), LLC.s.Consumers continue to lean into the immediac

27、y of engaging with social media. It has already reshaped the way people connect with each other, but social networks are now beginning to affect the content landscape too as themajor platforms begin to strike licensing deals for premium content.AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON SOCIAL NETW

28、ORKINGBASED ON TOTAL U.S. POPULATION0:46 0:060:45 0:060:43 0:06ADULTS 18+ SPEND ON AVERAGE45 MINUTESPER DAY IN Q12018 ON SOCIAL NETWORKING 0:05 0:05 0:05 Q3Q42017 Q12018ComputerSmartphonetConsider this: According to the Q1 2018 Nielsen MediaTech Trender, a quarterly consumer tracking survey whichcon

29、centrates on the emerging technology devices and services that are shaping media use today, among adultswho viewcontent within social networking sites/apps, 64% of smartphone users and 46% of tablet users doso at least once per day. Among 18-34 year olds, these percentages are even higherat 72% and

30、57%, respectively.This is additionalalready accessing.time that would be added to the almost six hours of totaladult consumers arePERCENT OF SOCIAL NETWORKING USERS THATCONTENT ON THEIR DEVICE AT LEAST ONCE PER DAYVIEW72%64%62%61%57%47%46%45%43%29%ADULTS 18+A18-34A35-49A50-64A65+SmartphoneTablet6Cop

31、yright 2018 The Nielsen Company (US), LLC.s.0:320:340:35MEDIA TIME BY DEMOGRAPHICIts no secret that media usage varies by demographicnot only by total time spent, but also in the distribution of time spent across mediaplatforms. Older demos tend to lean more on traditional mediums, while younger gen

32、erations are often early adopters of nascent technology. For instance, in Q1 2018, younger adults (18-34) spent less than nine hours a day as compared to older adults (50+) who spend over 12 hours a day with content across platforms. With older demos, more time is spent with linearplatforms of telev

33、ision and radio with less time on digital platforms.ADULTS 50+ SPEND OVER 12 HOURS ADAY WITH CONTENT ACROSS PLATFORMSQ1 2018 DAILY HOURS:MINS OF USAGEBASED ON TOTAL U.S. POPULATION12:50 0:54 12:16 0:51App/Web on a Tablet11:09 0:48 11:06 0:47 2:241:320:27App/Web on a SmartphoneInternet on a Computer8

34、:45 0:36 0:180:430:302:462:221:44TV-Connected Devices(DVD, Game Console, Internet Connected Device)0:390:462:08Radio2:340:460:51Live+Time-Shifted TV1:460:381:501:157:246:111:254:464:082:17ADULTS 18+A18-34A35-49A50-64A65+7Copyright 2018 The Nielsen Company (US), LLC.s.However, in looking at the perce

35、nt of time people spend with these platforms, a different story begins to emerge. Regardless of age, radio consistently accounts for between 14-17% of daily media use. Adults 18-34 spend more time with digital platforms (43%) than TV and TV-connected devices (40%). Older adults spend more time on li

36、veand time-shifted content and less time on TV-connected device use and digital platforms, outside of tablet.Q1 2018 SHARE OF DAILY TIME SPENT BY PLATFORMBASED ON TOTAL U.S. POPULATION 7% 7% 7% 7% 7%App/Web on a Tablet13%4%19%21%App/Web on a Smartphone25%29%2%Internet on a Computer6%4%6%14%7%TV-Conn

37、ected Devices(DVD, Game Console, Internet Connected Device)Radio7%7%8%17%16%14%16%Live+Time-Shifted TV16%60%48%37%43%26%ADULTS 18+A18-34A35-49A50-64A65+YOUNG ADULTS 18-34 SPEND 43% OF THEIR TIME CONSUMING MEDIA ON DIGITAL DEVICESIncreasing choice of devices and content will continue to shift this di

38、stribution of device usage. Our MediaTechTrender survey explores how preferences can differ by demographic. For example, 64% ofstreaming serviceusers 18-34 say that they are motivated to stream content when they found shows they previously watched or listened to on traditional media. This is still a

39、 factor even as demographics age62% among P35-49 and 59% among P50-64. Users of all ages are open to changing their behavior and how they are viewing to find the contentthey want to watch.8Copyright 2018 The Nielsen Company (US), LLC.s.THE MULTICULTURAL CONSUMERThe race/ethnic landscape of the U.S.

40、is rapidly changing, with younger generations being more diverse than thoseof their parents and grandparents before them. While every individual hasalized media habits, Black adults18+ on average consume nearly thirteen and a half hours of media per day, almost two-and-a-half hours morethan the aver

41、age adult. Marketers take note: this group is also the heaviest users of media across all platforms,especially live TV. Hispanics consume less overall media on average, but do listen to more radio and havehigher time spent on game consoles and internet connected devices. Asian American adults spend

42、more time ontheir computers and tablets than any other group.AVERAGE TIME SPENT PER ADULT 18+ PER DAYBASED ON TOTAL U.S. POPULATION Q1 2018*Radio measurement includes Asian Americans but cannot be separated from the total audience at this time9HISPANICS LISTEN TO MORE RADIO AND HAVE HIGHER TIME SPEN

43、T ON GAME CONSOLES AND INTERNETCONNECTED DEVICESCopyright 2018 The Nielsen Company (US), LLC.s.BLACKHISPANICASIAN AMERICANLive TV4:106:013:072:08Time-Shifted TV0:360:350:210:17Radio1:461:521:51naDVD/Blu-ray Device0:060:070:050:04Game Console0:140:160:150:09Internet Connected Device0:260:290:280:32In

44、ternet on a Computer0:390:340:270:52App/Web on a Smartphone2:222:462:172:28App/Web on a Tablet0:470:470:390:50Total11:0613:279:307:20*TOTALTotaluse is highest among Black adults at eight hours and four minutes per day. They are spending themost time on Live+Time-shifted TV viewing and TV-connected d

45、evice usage. Hispanics over-index on digitalconsumption, with computer, smartphone, and tablet accounting for 11% of their overalluse. AsianAmerican adults spend the least amount of time withat three hours and 38 minutes per day.AVERAGE TIME SPENT PER ADULT 18+ PER DAY ONBASED ON TOTAL U.S. POPULATI

46、ON Q1 2018Whileconsumption varies by race and ethnicity, social media usage is more consistent across all groups.Asian Americans are spending the most time on social networks at 48 minutes per day, with three-fourths of that being accessed via smartphone. They are also spending twice as much time wi

47、th computers than Black and Hispanic social networking users.AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON SOCIAL NETWORKINGBASED ON TOTAL U.S. POPULATION Q1 201810Copyright 2018 The Nielsen Company (US), LLC.s.TOTALBLACKHISPANICASIAN AMERICANComputer0:050:030:030:06Smartphone0:340:350:370:36Tablet0:0

48、60:060:040:06Total0:450:440:440:48TOTALBLACKHISPANICASIAN AMERICANLive+Time-Shifted TV4:466:373:282:25TV-Connected Devices0:460:520:470:44on a Computer0:100:130:100:14Focused App/Web on a Smartphone0:100:170:140:09Focused App/Web on a Tablet0:050:050:080:06Total5:578:044:473:38TYPES OF TELEVISION HO

49、USEHOLDSConsumers today have a choice on not just the devices they are viewing or when they are connecting with content, but also in how this content gets “piped” into their homes. Some opt for traditional cable, satellite or telco options that provide package tiers that suit their tastes in channel

50、s and programming. Other homes choose to access freechannels over the air and complement this thrifty spending with othersubscriptions or services. And somehomes may choose to receive exclusive content through an internet connection (i.e., broadband only homes). In all cases, a television household

51、is one that can view content on a television set.Across all household types (traditional cable, over the air, broadband only), consumers can subscribe to a virtualmultichannelprogramming distributor (vMVPD) that provides the much talked about “skinny bundle” optionsas well as larger offerings to con

52、sumers via an internet connection. In fact, 15% of homes that subscribe to a vMVPD also subscribe to traditional cable services, 36% are over the air and 49% are broadband only households.MARCH 2018 VMVPD PENETRATION% OF TV HOUSEHOLDSVIRTUAL PROVIDER SERVICES THATALLOW CONSUMERS TO CUSTOMIZE THEIRCH

53、ANNEL CHOICES NOW EXIST IN ALMOST 3%OF ALL TV HOUSEHOLDS4.9%2.7%2.6%2.4%TOTALBLACKHISPANICASIANAMERICANSince vMPVDs provide access to linear channels in the household, regardless if they are over the air homes or broadband only homes, we consider them to be multichannel homes. Total multichannel hom

54、es account for 81% of television households. Penetration is lower for multicultural homes, with Black households at 79% and Hispanic and Asian Americans at 73%. Over-the-air homes account for 13% of television homes with higher penetration across race and ethnicities. One in five Hispanic households are an over the air home. Broadband homes account for 6% of overall TV households.MARCH 2018 TELEVISION DISTRIBUTION STATUS% OF TV HOUSEHOLDS6%6%4%12%ASIANAMERICAN73%13%16%20%15%TOTALBLACKHIS