尼尔森-2018年美国网络设备受众调查报告（英文）-2019.7-32页_3mb

报告摘要

Nielsen Total Audience Report - Q3 2018 Summary

核心内容

U.S. Adults' Media Usage: U.S. adults spend an average of 10 hours and 30 minutes per day connected to media, which is the same as one year ago.
Streaming Growth: Streaming audio and video content is becoming more prevalent, with a variety of factors influencing content selection.
Multicultural Differences: There are notable differences in media consumption patterns across racial and ethnic groups.
Device Usage Trends: The usage of Internet-connected devices and smartphones is increasing, while traditional devices like DVD/Blu-ray players are declining.

主要观点

Personalization and Customization: Consumers today have the ability to customize their media consumption, and this trend continues with the rise of digital platforms.
Recommendations and History: Users are influenced by recommendations from family and friends as well as their own past viewing/listening habits.
Smartphone Dominance: Adults aged 18-34 spend over one-third of their daily media usage on smartphones.
Black Adults' Media Time: Black adults spend the most time on media, with an average of 12 hours and 58 minutes per day.
Digital Consumption: Digital platforms account for a growing share of media consumption, especially among younger and multicultural groups.

关键信息

总体媒体使用时间

U.S. adults spend 10 hours and 30 minutes per day on media, consistent with Q3 2017.
Simultaneous usage across devices is common, but the overall time remains steady.

视频使用

Overall video use is 5 hours and 24 minutes per day, slightly down from Q3 2017.
Live+time-shifted TV decreased by 5 minutes, while digital video increased by 2 minutes.
Smartphones and tablets are the primary devices for digital video consumption.
Adults 50-64 spend the most time on video (5 hours and 24 minutes).
Black adults spend 7 hours and 25 minutes on video, which is more than 2 hours above the average.

社交媒体使用

Social media usage is 45 minutes per day for U.S. adults, consistent across platforms.
Hispanic adults spend the most time on social media via smartphones (42 minutes), with 88% of their usage on smartphones.
Asian American adults spend slightly over-indexed time on social media compared to the total U.S. population.

数字使用趋势

Digital usage (computers, smartphones, tablets) totals 3 hours and 45 minutes per day.
Search, Portals & Communities and Entertainment make up 63% of all digital time.
Entertainment is the most popular category on computers (64%), while Search, Portals & Communities dominates smartphones (45%).
Adults 18-34 spend 43% of their digital time on Search and 25% on Entertainment.

按人口统计的媒体使用

Adults 18-34 spend the most time on smartphones (23 minutes increase year-over-year).
Adults 65+ spend 60% of their digital time on Search and 48% on gaming.
Hispanic adults spend 27% of their time on Entertainment, compared to 25% for the total U.S. population.
Asian American adults over-index on gaming, with 33% of their entertainment time spent on it.

多元文化消费者

Hispanic adults spend 22 more minutes on smartphones and 10 more minutes on TV-connected devices compared to Q3 2017.
Black adults spend the most time on TV, TV-connected devices, smartphones, and tablets.
Asian American adults spend the least time on video, but digital consumption accounts for the highest percentage of their viewing.

媒体覆盖范围

Radio has the highest weekly reach at 92%, with Hispanic adults reaching 97%.
vMVPD (Virtual Multichannel Video Programming Distributor) has grown to 3.7% of all TV households as of September 2018.
Enabled smart TV ownership has the largest year-over-year growth for all race and ethnicities.

设备与服务

Enabled smart TV penetration grew to 41% in September 2018 from 32% in September 2017.
Internet-connected device penetration increased to 39% from 35%.
DVD/Blu-ray player penetration dropped to 65% from 70%.
Smartphone ownership increased to 90%, while tablet ownership increased to 64%.
Asian American households have the highest penetration of enabled smart TVs, internet-connected devices, computers, smartphones, and tablets.
Hispanic households have the highest game console penetration and over-index on streaming and mobile devices.
Black households saw the largest increase in enabled smart TV ownership (29% year-over-year), and over-index on smartphones, game consoles, and internet-connected devices.

媒体平台覆盖

Live+time-shifted TV reach decreased slightly to 86% from 88% in Q3 2017.
Internet on a computer usage dropped to 53% from 58%.
App/web on a smartphone increased to 80% from 76%.
App/web on a tablet increased to 46% from 41%.

媒体消费趋势

Radio remains a central platform, especially for away-from-home use.
Automobiles are the leading location for non-home radio use, with 65% of all non-home radio use occurring there.
Smartphones are the most popular device for streaming audio, with 19% of users listening to podcasts and 16% to satellite radio.

媒体内容选择

Recommendations from family and friends are the most influential for content selection, affecting 66% of video and 67% of audio streaming users.
Existing shows from broadcast media are also a key influence for both video and audio streaming.
Browsing and streaming service recommendations also play a significant role in content selection.

总结

This report highlights the evolving landscape of media consumption in the U.S., emphasizing the shift towards digital platforms and the increasing role of personalization and recommendations in content selection. It also underscores the differences in media usage across age groups and racial/ethnic demographics, with younger and multicultural groups showing more digital engagement. The data reflects the growing influence of smartphones and the continued importance of radio, particularly in non-home settings. Overall, the report provides valuable insights for marketers looking to understand and engage with consumers in this dynamic media environment.

展开完整摘要