尼尔森-2018年第一季度互联网受众报告（英文）-2018.10-34页-1mb

Nielsen Total Audience Report - Q1 2018 Summary

Core Content Overview

The Nielsen Total Audience Report for Q1 2018 provides a comprehensive analysis of media consumption patterns among U.S. adults, focusing on both traditional and digital platforms. It highlights the shift in media behavior due to an increasing number of choices and evolving lifestyles, emphasizing the role of technology in personalizing media experiences.

Main Points and Key Insights

• Media Consumption Trends:
  U.S. adults are spending over 11 hours per day connected to media, with video consumption accounting for almost six hours. This includes time spent on TV, computers, smartphones, and tablets.

• Platform Reach:

  • Radio has the highest weekly reach at 92%, with 96% of Hispanic adults listening weekly.
  • Smartphones remain the most universally used device, with 80% of adults using them, while tablets are used by less than half.

• Demographic Differences:

  • Black adults are the heaviest users of media, with an average of 13.27 hours per day.
  • Hispanic adults listen to more radio and spend more time on game consoles and internet connected devices.
  • Asian Americans spend more time on computers and tablets than any other group.

• Video Consumption by Platform:

  • Live+Time-Shifted TV is the most consumed video type, with Black adults leading at 8 hours and 4 minutes per day.
  • TV-connected devices (DVD, Game Console, Internet Connected Device) are used in 46 minutes of daily video time on average.
  • Smartphones and tablets are increasingly used for video consumption, with smartphone video time increasing by 1 minute from Q3 2017 and tablet video time increasing to 5 minutes.

• Social Media Usage:

  • On average, U.S. adults 18+ spend 45 minutes per day on social networking.
  • Asian Americans spend the most time on social networks, at 48 minutes per day.
  • Smartphones are the primary device for accessing social media content.

• Streaming and Smart Devices:

  • Nearly 3% of TV homes subscribe to a vMVPD (virtual multichannel video programming distributor), allowing for "skinny bundle" options.
  • Smart speakers are used in 19% of households, with Asian Americans showing the highest interest at 37%.
  • Audio streaming services are used by 43% of U.S. adults, with Black adults at 52% and Asian Americans at 55%.

• Device Ownership in TV Households:

  • 90% of TV households have a smartphone, and 64% have a tablet.
  • Internet-connected devices and smart TVs are growing in popularity, with 37% and 38% of TV households, respectively, owning them.
  • DVR and DVD/Blu-ray players are in decline, with 55% and 67% of TV households having access, respectively.

• SVOD Services:

  • 64% of TV households have access to at least one SVOD (Subscription Video on Demand) service, such as Netflix, Hulu, or Amazon Prime.
  • Asian Americans have the highest access to multiple SVOD services, with almost 50% of households having access to two or more.

• Multicultural Consumer Behavior:

  • Black adults are the heaviest users of media across all platforms.
  • Hispanic adults over-index on radio and game console usage.
  • Asian Americans spend more time on computers and tablets, and are more interested in streaming services.

Summary of Key Statistics

• Radio: 92% of U.S. adults listen weekly.
• TV Usage: 88% of U.S. adults watch Live+Time-shifted TV weekly.
• Smartphone Usage: 43% of adults use apps/web on their smartphones for video.
• Tablet Usage: 47% of adults use apps/web on tablets for video.
• TV-Connected Devices: 46 minutes per day on average.
• Streaming Capable Homes: 2 out of 10 minutes of TV use is via streaming.
• vMVPD Subscribers: 3% of TV homes.
• Smart Speaker Usage: 19% of households.
• SVOD Access: 64% of TV households have access to at least one SVOD service.
• Social Networking: 45 minutes per day on average, with 64% of 18-34-year-olds using video content on social media daily.

Conclusion

The report underscores the evolving media landscape, driven by technology and consumer preferences. It highlights the importance of understanding how different demographics interact with media, the growing influence of digital platforms, and the increasing role of streaming and smart devices in shaping media consumption. These insights are critical for advertisers and media providers aiming to tailor their strategies to the modern consumer.