| |
|
For Immediate
Release
8% of Broadband Users Are “Extreme
Techies” –
Watching Online
Video 1.5 Hours a Week
(Alexandria, VA – May 28, 2009) New
research conducted by The Nielsen Company reveals the “Extreme
Techies” segment stream significantly more online video content,
watching up to 91 minutes (1.5 hours) per week, compared to the mean of
44 minutes for all broadband viewers. Representing eight percent of the total adult 18 and older
broadband population, which equals 4.6 million viewers, this group is
the most advanced of all segments in consumption of online video.
Furthermore, they are technology innovators, with 38% connecting their
computers to their televisions via devices such as a Media Center PC or
direct connection to view TV and movie content.
This comprehensive study, Crossing Over: Understanding Viewer
Multi-Screen Migration, was commissioned by the Cable &
Telecommunications Association for Marketing (CTAM) and is based on
a complex, multi-dimensional segmentation analysis developed by The
Nielsen Company.
“The research is unique in that it compiled a variety of Nielsen assets
to provide marketplace assessments of today’s digital media consumers,”
said Christie Kawada, Vice President of The Nielsen Company’s
Custom Television group. “Specifically, what they watch on TV, online
and on mobile phones, using both attitudinal and behavioral data.”
The study profiles Extreme Techies as exhibiting the following attitudes
and behaviors:
 |
63%
are male, with a mean age of 31 and an average annual income of
$67,000. |
|
|
47%
are married and 57% have children in the home under the age of
18. |
|
|
74%
report accessing video content over their computers using the
Internet. |
|
|
64%
(vs. 30% for the total sample) say that watching TV shows online
adds to their regular TV viewing. |
|
|
60%
(vs. 33% total sample) report they typically know what they want
to watch online before they sit down at their computer. |
|
|
55%
(vs. 23% total sample) report they have found shows online and
watched them on TV. |
|
|
Highest ownership of cross-platform devices used to view TV or
movie content, with an average of slightly over four devices
(compared to average of two for the total sample). |
|
|
Highest viewership on devices such as console gaming systems
(46%), cell phones (33%), and set top media boxes (17%). |
|
|
26%
report planning to add to their television service (e.g.
additional channels or services) in the next six months. |
|
|
They
see themselves as ambitious, adventurous, tech-savvy and
spontaneous. |
“Looking closely at the behavior of the
Extreme Techies sheds new light on how much content is being consumed
online and by whom,” said Char Beales, CTAM President and CEO.
“We now have critical insights that go far deeper than any existing
research to explore how these elusive segments may shape the future of
content viewing and multi-platform adoption.”
The Segments and Technology Adoption Curve
The study identified eight distinct broadband user segments, determined
by their levels of engagement with video content across TV, online and
mobile platforms, the devices they used to consume content and their
motivations for and attitudes toward using multiple platforms. These
segments can be overlaid on the traditional adoption curve to illustrate
those leading the trends, pushing behaviors to the mainstream, or
unlikely to adopt in the near term.
Strategy and Methodology
Crossing Over: Understanding Viewer Multi-Screen Migration consisted of
an online quantitative survey fielded using Nielsen’s proprietary MegaPanel, which captures all online behavior including Web site
visitation, streaming behavior and overall minutes spent online. A
hierarchical multi-dimensional segmentation model was also developed
during this study in order to more comprehensively explore the
distribution of digital media consumers within the current three-screen
marketplace.
The survey was fielded from January 23 to February 9, 2009. The total
sample consisted of 750 adults (18 years or older) who subscribed to
cable, satellite or television service from a telephone/RBOC company,
watch at least five hours of television per week. Respondents owned and
used a computer with a high speed connection and have seen any video
content (thirty seconds in length or longer) online in the last 30 days.
More information about the complete study can be found
here.
Media Contacts
CTAM, Diana Cronan, 703.837.6575
The Nielsen Company, Karen Gyimesi, 646.654.8631
About CTAM
CTAM, the Cable & Telecommunications Association for Marketing,
is dedicated to helping the cable business grow. As a non-profit
professional association, CTAM provides consumer research, case studies,
topical publications, conferences and the CTAM SmartBrief to more
than 4,500 individual members. On behalf of its 90 corporate members,
the organization leads the Advanced Cable Solutions Consortium and
facilitates national cooperative marketing efforts, including the Cable
Mover Hotline™ and the Cable Means Business initiative. For more
information, go to www.ctam.com. CTAM
is also on Facebook, LinkedIn and Twitter.
About The Nielsen Company
The Nielsen Company is a global information and media company with
leading market positions in marketing and consumer information,
television and other media measurement, online intelligence, mobile
measurement, trade shows and business publications (Billboard, The
Hollywood Reporter, Adweek). The privately held company is active in
approximately 100 countries, with headquarters in New York, USA. For
more information, please visit,
www.nielsen.com.
# # # |
|
