2012-02-18-尼尔森-Australian_Multi-Screen_Report_8页_1mb

Australian Multi-Screen Report Q4 2011: Video Viewership Trends

Summary

This report examines video viewership across multiple devices in Australian homes, combining data from OTT and Nielsen panels. Advanced technology enables viewing on TVs, computers, smartphones, and tablets, with a strong preference for larger screens. Key trends in Q4 2011 show increased digital TV penetration, growth in online video consumption, and rising use of mobile devices.

Key Findings

• Digital TV Growth: Digital Terrestrial Television (DTT) penetration reached 95% of homes, up from 90% in Q1 2011. Complete DTT capability (all TVs in home) increased from 55% to 70%, enhancing viewer choice and access.
• PVR Adoption: Penetration rose to 44%, leading to a 4.5-hour monthly increase in playback viewing time.
• Internet and Online Video: Household Internet connectivity stayed at 77%, while online video consumption grew by 13% compared to Q3 2011.
• Mobile Devices: Smartphones (49% penetration) and tablets (10% household penetration) showed rapid uptake for video viewing, though screen size preference limits mobile usage. Mobile video time increased to 1 hour 20 minutes monthly.
• Traditional TV Viewing: Average monthly time watching TV increased by 6.1 hours, with playback viewing growing faster. Internet PC usage remained stable, but online video gained prominence.

Report Highlights

• Technological advances drive multi-screen habits.
• Traditional TV remains dominant, augmented by playback features.
• Internet and mobile video consumption are rising significantly.
• Smartphones are growing but still lag behind larger screens in viewership.

Overall Observations

The analysis concludes that larger screens are preferred for video consumption, while technology adoption on mobile devices continues to expand despite modest growth rates.