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Mobile is the driving force behind social media and social TV behavior
Nielsen’s just-released “Social Media Report” for 2012 drills deep on mobile, illustrating the inexorable relationship between social and mobile devices. “Time spent on mobile apps and the mobile web account for 63% of the year-over-year growth in overall time spent using social media,” the report said. Specifically, mobile apps, which dominate over mobile web in time spent.
Here’s the breakdown of social networks by mobile reach and time spent:
Not only for social platforms, but apps (+120%) continue to grow in time spent at a faster rate than mobile web (+22%) overall, Nielsen says.
All of this mobile/social growth reinforces social TV behavior. As you may have seen from Nielsen’s cross-platform report that we published last month, second-screen interaction is becoming routine behavior: 41% of tablet owners and 38% of smartphone owners use their device daily in front of the TV screen. Here’s how the behavior is distributed:
It’s no surprise that Twitter is a big driver. In June alone, one-third of Twitter’s active users tweeted at least once about TV, an increase of 27% since the beginning of the year:
Here’s a link to the full report from Nielsen.
From Lost Remote
10 Things You Need to Know About the Global Advertising Market
With Europe in recession and the U.S. facing a fiscal cliffhanger, ad forecasters this month trimmed their global-spending forecasts. But amid the uncertainty, there are bright spots and emerging opportunities. Here are 10 things to keep in mind about the global ad market.
1. Advertising is a $500 billion market. WPP’s Group M figures worldwide ad spending topped the half-trillion mark in 2012. Interpublic Group of Cos.’ Magna Global and Publicis Groupe’s ZenithOptimedia expect advertising to pass that milestone in 2013.
2. Consensus ad growth is 3.9% in 2012 — and 2013. The average of this month’s revised forecasts from Group M, Magna and ZenithOptimedia suggests the worldwide advertising market will grow 3.9% in both years.
3. Worldwide ad spending is at an all-time high. Spending in 2011 moved above the peak hit before the 2008-2009 global economic meltdown, according to ZenithOptimedia. Magna expects advertising to set new records each year through at least 2017 (as far as its December forecast extends).
4. Regional spending is a mixed picture. Advertising in Asia/Pacific and Latin America has rocketed past pre-recession levels, reflecting growth in emerging markets. ZenithOptimedia does not expect U.S. spending to pass its 2007 peak until 2015. Spending in Western Europe could see a meager gain in 2013, but it’s to be determined when spending will top its 2007 peak.
5. Emerging markets are set to pass the U.S. The world’s emerging markets in 2014 will account for one-third of ad spending, surpassing the U.S. share of advertising, according to Ad Age DataCenter‘s analysis of ZenithOptimedia forecasts. The media agency says developing markets will account for 61% of global ad spending growth between 2012 and 2015.
6. A giant BRIC. Brazil, Russia, India and China account for nearly half of emerging-market ad spending. By 2017, Magna expects the BRIC bloc to comprise four of the world’s 10 largest ad markets, with China No. 2 behind the U.S.
7. Digital captures one in five ad dollars. The internet in 2013 will pass newspapers to become the second-largest global ad medium, behind television, according to ZenithOptimedia. It says internet media will get 19.8% of the 2013 spending pie and expects internet advertising to account for 59% of growth in worldwide ad spending between 2012 and 2015.
8. TV’s share of global advertising peaked in 2012. TV’s portion of global ad spending this year reached its peak, according to Group M (43%) and ZenithOptimedia (40.2%). ZenithOptimedia expects TV’s share to hold steady at about 40% through 2015. Even with a flat share, TV is likely to score solid gains in revenue because the overall ad market is growing.
9. Number of billion-dollar advertisers: 46. That’s how many companies had 2011 worldwide measured-media spending above $1 billion, according to Ad Age DataCenter’s analysis. The group includes 43 Global 100 multinational, multi-region advertisers; and three big marketers (AT&T, Berkshire Hathaway, Verizon Communications) that don’t appear in the global ranking because their measured spending is virtually all in a single region (U.S.).
10. Personal care cleans up. It’s the world’s biggest advertising category, followed by automotive and food, and makes up one-fourth of 2011’s Global 100 spending. The three biggest global advertisers have the world in a lather: Procter & Gamble Co., Unilever and L’Oréal.
From Ad Age
Nielsen’s 2012 Social Media Report: The Rise of Social TV
Nielsen’s 2012 Social Media Report is now available. Among the highlights, the rise of Social TV is evolving how consumers use social media, while also transforming TV-watching into a more immediate and shared experience.
Full report available here
Television is no longer a one-screen experience
The Nielsen company said that one in three people using Twitter in June sent messages at some point about the content of television shows, an increase of 27 percent from only five months earlier. And that was before the Olympics, which was probably the first big event to illustrate the extent of second screen usage.
Social networking is becoming so pervasive that the study found nearly a third of people aged 18-to-24 reported using the sites while in the bathroom.
An estimated 41 percent of tablet owners and 38 percent of smartphone owners used their device while also watching television at least once a day, Nielsen said.
That percentage hasn’t changed much; in fact, 40 percent of smartphone owners reported daily dual screen usage a year earlier, Nielsen said. The difference is that far more people own these devices and they are using them for a longer period of time. The company estimated that Americans spent a total of 157.5 billion minutes on mobile devices in July 2012, nearly doubling the 81.8 billion the same month a year earlier.
“There are big and interesting implications,” Bannon said. “I think both television networks and advertisers are onto it.”
The social media can provide networks with real-time feedback on what they are doing. The performance of moderators at presidential debates this fall was watched more closely than perhaps ever before, because people were instantly taking on Twitter to provide their own critiques.
It also makes for some conflicting information: Twitter buzzed with complaints last summer about NBC’s policy of airing many Olympics events from London on tape delay, yet ratings for the prime-time Olympics telecast soared past expectations.
The increase in people watching television and commenting about it online would seem to run counter to another big trend this fall: more people recording programs and watching them at a later hour. Those contrary trends both increase the value of live event programming like awards shows or sporting events.
The Nielsen study also found that 35 percent of people who used tablets while watching TV looked up information online about the program they were watching. A quarter of tablet owners said they researched coupons or deals for products they saw advertised on television
As rapid as the use of social media while on television is growing in the United States, it already lags behind other countries. Nielsen said that 63 percent of people in the Middle East or Africa report using social media while on TV, and 52 percent of people in Latin America.
Source: The Washington Post
Over-the-Top Video Continues Rapid Growth
49% of the consumers surveyed in Accenture’s Pulse of Media Consumer Survey are watching OTT video through a broadband connection on their TVs in addition to the content they traditionally watch via cable or satellite. Accenture polled 2,010 consumers (1,003 in the US and 1,007 in the UK), ages 18 and up, for this study.
Younger consumers are leading the way in using new technologies to view video content, according to the study. In the US, 82% of consumers between the ages of 18 and 24 watch some OTT video, with 60% watching at least a quarter of their video over-the-top (compared to 32% of US consumers overall). Younger viewers are also more tuned in socially, with 35% of 18- to 24-year-olds showing an interest in “social newsfeeds of videos” that their friends have watched, compared to just 11% of consumers 45 and up. Other findings from the report include:
In the US, 27% of those surveyed subscribe to OTT services such as Netflix; 28% subscribe to satellite.
16% of US consumers subscribe to gaming console-based video delivery services and 4% subscribe to STB-based services such as Apple TV, Boxee, or Google TV.
While TV is still king for long-form content such as full-length TV episodes, consumers are also flocking to mobile devices to watch other types of video content: 24% of respondents do so to watch short videos and clips; 15% to watch user-generated content; 6% to watch live content; and 4% to watch full-length movies and TV.
Over the Top fueled through TV consumption
There has been a sharp increase in out-of-the-box video viewing for over-the-top television.
With the growth of Netflix and other services, a new Accenture survey indicates that 49% of U.S. and U.K. consumers are viewing some over-the-top (OTT) video through a broadband connection via their TV sets.
The researcher says the 49% level represents a sharp increase in OTT video consumption from the 8% level that Accenture last measured among viewers in March 2011.
In terms of actual subscriptions for the likes of Netflix and other services, the research says in the U.S., 27% of those surveyed subscribe to OTT services, with subscriptions in the U.K. at 26%.
Young consumers are way ahead of older TV viewers. Eighty-two percent of U.S. viewers between the ages of 18 and 24 are watching some OTT video via broadband through TVs, and about 60% are watching 25% of all their video consumption via over-the-top, broadband means on TV sets. Looking at all U.S. consumers, 32% watch a quarter of their video via OTT.
The numbers are a bit lower in the U.K. — where 75% of young consumers watch some OTT, with 54% watching at least 25% of all their video. This compares with 28% of TV viewers in the U.K. who watch 25% of all their video via OTT.
When it comes to mobile devices, Accenture says 24% of consumers are using these to watch short videos and clips; 15% to watch user-generated content; 6% to watch live content; and 4% to watch full-length movies.
Neilsen Releases New Multi-Screen Consumption Research
Nielsen has released its latest Cross-Platform Report, which measured the media consumption of Americans in the second quarter of 2012. In it, the company finds that close to 40% of Americans now use their tablets or smartphones at least once a day while watching TV, and twice as many (85%) do it at least once a month.
Considering that Nielsen also reports that Americans spent more than 34 hours per week in front of their television sets in the second quarter of 2012, this suggests ample opportunities for advertisers to reach plugged in consumers while they’re watching TV and interacting with a mobile device. Other findings from the report include:
25-34 and 55-64 year olds are the most likely age groups to use their tablets multiple times per day while watching TV.
Nearly half of 18-24 year olds use their smartphones at least once a day while watching TV.
36% of 35-54 year olds and 44% of 55-64 year olds use their tablets to dive deeper into the TV show they’re watching at that time.
29% of 25-34 year olds shop on their smartphones while watching TV.
YouTube Scales Back Original Content Partnerships
YouTube is planning on reinvesting in only about 40% of the current original channels on the video site. This doesn’t mean that the channels that are cut off will be kicked off the site, just that they will no longer be an active part of YouTube’s original content initiative.
The new deals will most likely be similar to the original ones, in that YouTube will front up to $5 million to produce original content, will recoup that money via advertising, after which the site and the content owners will split ad revenues 50/50. According to AllThingsD, for all the channels that haven’t yet earned back all of the money YouTube invested in them, the video giant will continue to collect all of the ad revenue generated by those channels.
There’s also an understanding that any content that is produced as part of the original content initiative will be exclusive to YouTube for a year
New Insights on Consumer Video Streaming Habits
TVGuide.com released findings from a survey of TV viewers on their video consumption habits, the findings indicate that while cord cutting is one of the reasons why consumers are increasingly watching TV content online and on mobile devices, it’s not the biggest reason.
Per Ad Age, 42% of respondents said they watched more streamed TV content in 2011 when compared to 2011. 73% of those who streamed more content said they did so to catch up on missed episodes, while 8% answered because it was of “cutting back on cable” and 10% because they had canceled their TV subscription. Other notable findings include:
Among respondents who pay for video services like Netflix and Hulu Plus, 30% said they are watching more content now on them than in 2011.
Mobile users are paying for 10% of the content they watch on smartphones and tablets.
47% of respondents said they have “co-viewed” TV at home, as in one family member watching TV on the TV and another member watching TV content on a mobile device, while in the same room and at the same time.
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