1. STATE OF THE MEDIA
U.S.
Consumer
Usage
Report
2012

2. The Media Universe
The consumer solar system has an increasing number of media options in its orbit.
CONSUMER MEDIA USAGE 2
MONTHLY AVERAGE, Q2 2012
COMPUTER & MOBILE DEVICE OWNERSHIP 1 SOCIAL MEDIA USERS 3
USAGE BY PLATFORM, SEPT. 2012
Computer1a
Computer 164 M
Traditional TV
Smartphone app 85 M
Traditional TV
144.54
6d:00h:54m Mobile web browser 81 M
(144 hours 54 minutes)
212 M
of 278 M Internet Each month TELEVISION OWNERSHIP 4
users are active online consumers are spending DEVICE OWNERSHIP AMONG AMERICANS WITHIN TV HOMES, SEPT. 2012
(Sept. 2012) more time with more media,
across all devices under
the sun. 86%
Tim
e-s
hift
DVD player
Smartphone 1b
DV
11h ed TV
:33
m
D
/B
Ga
5h lu-r
o on 0m e
ARE:
52% A
Vide 5h:2 obil
et
m
:13 ay
Internet on
75% Television
e c 6h:2
1m Intern
SH nd m
on n m
on 6m
T r a computer HD
so
ph eo o
1d:4h:29m HD capable
le
oi
E
RK
e
dO
(28 hours 29 minutes) One TV Set
Vid
MA
56% 31 M
S
5h:5
of mobile
Others 6%
subscribers
56%
Two Sets
BlackBerry 7% (Q3 2012) E-Reader 1c Video game
64 M
console
289 M
S
i
O
ple
35 % Ap Four+ PIE
17% Tablet1d 52% Sets
119 M People own at least
of connected Digital one television
device owners
(Q3 2012) cable
16% Three Sets
of TV households
47% 75 M
Pulled out of orbit 44% DVR
(devices receding in
(Q2 2012)
55%
ownership) Feature phone1b VCR
82% in 2009 9% 93% in 2003
Broadcast TV/Over-the-Air only 33%
16% in 2003
Satellite 4%
Internet-enabled TV
Factoids (per month)5
TRADITIONAL TV TIME-SHIFTED TV GAME CONSOLE ONLINE VIDEO
Women spend more time than Men watching traditional TV, 153 hours a month in total. Adults aged White viewers watch the most time-shifted TV, Hispanics and African-Americans 162 million Americans watch online video, averaging 5.9 hours per person in a month.
55+ watch the most traditional TV, more than 196 hours on average every month. African-Americans more than 12 hours per month on average. spend the most time using a game console, Asian-Americans spend the most time watching online video, more than 10 hours.
spend twice as much time as Asian-Americans watching traditional TV, 202 hours vs. 90.5 hours. 25–54 years-olds spend 14.5 hours on average. 7.9 hours and 6.8 hours respectively. Men spend more time watching video on the Internet than Women, 6.5 hours average in total.

3. How we use our devices Content we access
To understand consumers requires us to go beyond sales figures, exploring what devices TOP 5 ONLINE VIDEO DESTINATIONS 10 TOP 5 SHOPPING APPS 11
they own and how they incorporate technology into their everyday lives. With greater Unique viewers in millions via computer, Sept. 2012 Unique smartphone users in millions, June 2012
clarity and information, retailers, advertisers and manufacturers can better navigate the
needs of consumers, finding new opportunities to create and reach audiences. YouTube 136.1 M unique users eBay 13.2 M unique users
Yahoo! 37.9 M Amazon 12.1 M
6
SHARE OF ONLINE TIME VIA COMPUTER VEVO 37.8 M Groupon 11.9 M
Top 10 activities, by category
8.1% 5.2% AOL 24.9 M Shopkick 6.5 M
Online 7.1% Videos/
games E-mail movies Facebook 22.6 M Livingsocial 4.3 M
20.1% 3.7%
Social networks/ Portals
blogs Livingsocial
WHAT NETFLIX USERS WATCH 12 SMARTPHONE SHOPPER ACTIVITIES 13
78%
Find a store
53%
47%
2.2% 3.2%
36%
19%
35%
Sports Search 63%
Check price online
11%
2.4% 2.7% 3.0% 22%
Auctions News Software ’11 ’12
sites Comment on purchase
Movies Movies & TV shows
TV equally
DEVICES USED TO ACCESS SHARE OF MOBILE TIME 8
SOCIAL MEDIA 7 Top 8 activities, by function
10.2%
14.1% Social
94% Computer Text networks
5.5% 5.3%
46% Mobile phone Dialer E-mail/IM
16% Tablet 4.4% 3.3%
7% Handheld media device Music Browser
4% Video game console 2.8% 0.9%
4% Internet-enabled TV Maps/ Camera
3% E-Reader location
apps
Sources: 1a Nielsen NetView, September 2012; 1b Nielsen Mobile Insights, Q3 2012;
1c
Nielsen Connected Devices Report, Q3 2012; 1d Nielsen Cross-Platform Report, Q2
FEATURES TABLET BUYERS VALUE 9 2012; 2 Nielsen Cross-Platform Report, Q2 2012; 3 Nielsen NetView and Mobile NetView,
September 2012; 4 Nielsen Media-Related Universe Estimates, September 2012; 5 Nielsen
Cross-Platform Report, Q2 2012; 6 Nielsen NetView, September 2012; 7 Nielsen and NM
Incite's Social Media Report 2012; 8 Nielsen Mobile NetView, August 2012; 9 Nielsen
Connected Devices Report, Q3 2012; 10 Nielsen VideoCensus, September 2012; 11 Nielsen
Trusted brand 63% Mobile NetView, June 2012; 12 Nielsen, Custom Study, March/April 2012; 13 Nielsen
Mobile Shopper Report, Q3 2012
Screen size 57%
Performance features 54%
App/media marketplace 44% http://www.nielsen.com
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