2013-04-30-尼尔森-U.S._Entertainment_Consumer_Report_32页_2mb

报告摘要

The U.S. Entertainment Consumer Report Spring 2013

This report explores how Americans consume various forms of entertainment, categorized into music, home video, books, and games. Nielsen identified three primary types of entertainment consumers based on spending and engagement:

High Entertainment Spender: Represents a third of the U.S. population and accounts for over 70% of spending across all categories. These consumers are typically female, ethnically diverse, and have young children. They engage in a wider range of activities, spending less time on each.
Moderate Entertainment Spender: Comprises approximately one-third of the population, with moderate spending habits.
Low Entertainment Spender: Accounts for one-third of the population, engaging in fewer entertainment activities, often favoring high teens (19%) but not as diverse as high spenders.

Key insights into entertainment consumption include:

Music

Digitization continues to dominate, with digital album sales rising 14% to 117.6 million in 2012. Streaming services are gaining popularity, with a 3.1% overall music sales growth driven partly by resurgence of vinyl.
Young adults (18-24) drive music consumption, listening more (average 6+ hours per week) than older adults.
On-demand streaming users are highly social and influenced by digital platforms, with 19% being aged 18-24 and substantial engagement with artist content online.

Home Video

Streaming services like Netflix are replacing physical media as the primary method for watching videos at home.
High spenders lead digital adoption, with double-digit growth in subscription and one-time purchases.

Games

Game consoles have evolved into multi-function devices used not just for gaming but also for streaming video, music, and social interaction.
High entertainment spenders predominantly use consoles for gaming, while PlayStation users engage more with streaming and video-on-demand.

Books

Print and electronic book buyers are demographically similar, both favoring certain age and gender groups (e.g., females and 55-64-year-olds).
Regardless of format, book buyers are engaged online, reading reviews, and likely to be heavy entertainment spenders.

Global Insights