Zero-TV households and multi-screen viewership
Posted on Mar 13, 2013 by YuMe
The amount of video content consumed online on computers, smart TV apps, tablets and other platforms has grown so important, streaming is transforming how audience members, publishers, brands and analysts understand television shows.
Last month, Nielsen, one of the most respected names in consumer analytics, announced it was expanding its definition of "TV" to include consumers who watch video on devices other than the tube, including mobile gadgets and game consoles. The new definition will be used to determine TV ratings and usage levels, according to MediaPost.
Less than one month later, Nielsen released Free to Move Between Screens: The Cross-Platform Report, which reveals important data concerning Zero-TV households, the members of which may watch traditional television programs and use other devices to consume video, often streaming content. The findings shed light on important information for brands considering the incorporation of video ads online and video ads on mobile into their marketing campaigns.
What is a Zero-TV household?
Three-quarters of these households have at least one television set and 67 percent access content on other devices, the majority of whom choose computers.
Nielsen determined Zero-TV homes tend to be composed of consumers 44 and younger who do not have children. In addition, the majority do not live alone.
When asked why they consume content on devices other than television, 36 percent of surveyed Zero-TV household members reported cost as the reason, and 31 percent listed lack of interest.
An established trend
The constant evolution of mobile devices, smartphone adoption and the growing availability of Wi-Fi and mobile broadband have allowed the omnivore population to thrive and expand.
In 2011, mobile devices accounted for 60 percent of non-computer traffic in Singapore, the U.K., the U.S. and Australia, according to comScore. In addition, mobile media accounted for roughly half of total device use.
With audience members spending more time on multiple devices, video advertising on the web and on mobile devices is helping brands reach consumers more effectively.