When we look across the swath of digital consumers in the U.S., Hispanics are now the most avid smartphone users around. In fact, according to the most recent Total Audience Report, they’re on their phones for more than 14 hours a month for app, audio, video and web purposes. And when it comes to the other things we do with our phones—including talking—the same trend seems to hold true.
For example, Nielsen Mobile Insights has found that the average Hispanic mobile user uses 658 minutes per month on their mobile plan, which is significantly more than the average of 510 minutes per month for all consumers. When broken down by Hispanic subgroups, bilingual Hispanics dominate in terms of minutes used, as they spend more than 762 minutes per month talking on their mobile devices.
Courtesy of: Nielsen
3. 3THE TOTAL AUDIENCE REPORT | Q1 2015
* “Cracking the Cross-Media Code: How to Use Single-Source Measures to Examine Media Cannibalization and
Convergence,” Glenn Enoch and Kelly Johnson, Journal of Advertising Research, Vol. 50, No. 2, 2010, pp.125-136.
As Nielsen works toward the rollout of Total Audience Measurement, we have been
contemplating the critical importance of using comparable metrics when analyzing the
users and usage of different platforms.
In the early days of digital device and content measurement, there was a notion that
metrics used for traditional media didn’t apply to emerging media — and that new metrics
were required. This was challenged in a paper I co-authored for the Journal of Advertising
Research* where we pointed out that cross-platform research required metrics that
worked across all media. There are three things we need to know: how many people used
a given platform or piece of content, how often they did so and how long they spent doing
this. Fortunately, these metrics already exist in measurement, although they may have
different names. For example, we measure “How Many” in TV with Reach, in Radio with
Cume and in digital media with Uniques.
The article went on to assert that these metrics are not interchangeable, that we can’t
compare how many people used one platform with how long they used a different platform.
Confusion of basic metrics remains a problem. A very common error is to compare digital
video starts or views with TV average audience. It may seem that tens of millions of
video views is a much bigger number than a few million persons in the audience of a TV
program, but the TV number is expressing viewers in the average minute of the program.
The total number of persons exposed to a given telecast is a much larger figure, and
generally speaking the Reach of a program in a month or a quarter is far larger than the
Uniques attracted to the same piece of content online.
The final section of every edition of the Total Audience Report is based on comparable
metrics — we create tables showing reach and time spent for each platform, by month
and by week, by various demo breaks and race/origin categories. This enables a fair
comparison of one platform to the others.
In this edition, we’re illustrating the importance of comparable metrics by highlighting
comparisons of TV, Radio and digital platforms. We are using the best available data and
have done all we can to make this an “apples-to-apples” comparison, but it is important
to remember that these platforms are measured by different methods using different
samples and different crediting rules. We have created a table to make clear what we have
included and not included in each of our platform measures.
G L E N N
GLENN ENOCH
SVP AUDIENCE INSIGHTS
NIELSEN
5. 5THE TOTAL AUDIENCE REPORT | Q1 2015
HOW OFTEN
ADULTS USE SMARTPHONES NEARLY EVERY DAY
AVG DAYS PER WEEK WITH USAGE (AMONG USERS)
5.6
5.2
4.3
5.9
4.9
4.7
5.0
3.6
5.9
4.6
5.5 5.3
4.4
6.0
5.0
6.1
5.2
4.4
5.7
5.1
P35-49 P50+ADULTS P18-34
TV RADIO PC SMARTPHONE TABLET
• IF YOU HAVE A SMARTPHONE, YOU USE IT NEARLY
EVERY DAY TO BROWSE THE WEB OR USE APPS.
• PCS HAVE LOWER WEEKLY DAYS OF USAGE THAN
OTHER DIGITAL DEVICES
7. 7THE TOTAL AUDIENCE REPORT | Q1 2015
WEEKLY HOURS:MINS OF USAGE BY ETHNICITY & RACE
ADULTS 18+ COMPOSITE BLACK HISPANIC
ASIAN
AMERICAN
TV 36:07 51:23 29:13 18:44
Radio 12:58 13:29 13:38 n/a
PC Total 05:34 06:23 03:19 04:21
PC Video 01:30 02:17 01:13 01:17
PC Streaming Audio 00:08 00:10 00:09 00:05
PC Social Network 01:01 00:59 00:35 00:28
Smartphone (App+Web) 07:17 08:14 09:54 07:39
Smartphone Video 00:13 00:18 00:27 00:20
Smartphone Streaming Audio 00:17 00:24 00:36 00:20
Smartphone Social Network 02:31 02:51 03:51 02:38
Tablet (App+Web) 03:34 03:06 02:24 03:41
Tablet Video 00:11 00:13 00:10 00:20
Tablet Streaming Audio 00:04 00:02 00:01 n/a
Tablet Social Network 01:07 00:32 00:30 00:26
COMPARABLE
METRICS
BY RACE
AND ETHNICITY
• BLACK AUDIENCES WATCH MORE TV THAN ANY OTHER GROUP
• HISPANICS ARE THE MOST AVID RADIO LISTENERS AND SPEND THE MOST TIME
USING THEIR SMARTPHONES
• ASIAN AMERICANS REPORT THE LEAST AMOUNT OF TV VIEWING BUT THE HIGHEST
AMOUNT OF TABLET USAGE FOR BOTH GENERAL USE AND VIDEO VIEWING.
9. 9THE TOTAL AUDIENCE REPORT | Q1 2015
PC
PC Video
PC Streaming Audio
PC Social Network
Smartphone
(App+Web)
Smartphone Video
Smartphone
Streaming Audio
Smartphone
Social Network
Tablet (App+Web)
Tablet Video
Tablet
Streaming Audio
Tablet
Social Network
Home and work PC measurement of URLs and
Internet Applications such as instant messengers,
media players, and web phones
Both active (tagged) and passive (non-tagged)
publisher measurement
Sites and Internet Applications specifically designed
to provide audio content when they are in the
foreground (Ex. Pandora, Spotify, iHeartRadio)
All sites in the Member Communities subcategory as
defined in the Nielsen NetView dictionary
Android: all app/web activity, measured passively
iOS: all activity routed through an http and https
proxy for both app and browser URLs
Apps and sites specifically designed to view video
content (Ex. Netflix, YouTube, HBOGO)
Apps and sites specifically designed to provide audio
content (Ex. Pandora, Spotify, iHeartRadio)
All apps/sites in the Social Networking subcategory
as defined in the Nielsen EMM dictionary
iOS: all activity routed through an http and https
proxy for both app and browser URLs
Apps and sites specifically designed to view video
content (Ex. Netflix, YouTube, HBOGO)
Apps and sites specifically designed to provide audio
content (Ex. Pandora, Spotify, iHeartRadio)
All apps/sites in the Social Networking subcategory
as defined in the Nielsen EMM dictionary
Non-browser requested URLs
Non-Internet Applications such as office apps, most
games, and email apps
Untagged content among active publishers, content
that has been tagged for less than one full month
Audio content through YouTube, VEVO, and other
sites that also provide video capabilities. Duration is
not credited if the page is in the background or the
user is inactive for over 60 seconds.
Reddit, YouTube, and other sites with active public
forums and comment sections
iOS apps with no http/https activity
(Ex. Calculator, Notes)
Email activity through the standard Mail app for iOS
Standard text messaging is not included for iOS or
Android
Video content available through apps/web where
video is not the primary focus (Ex. CNN, Weather
Channel, Facebook)
Audio content through YouTube, VEVO, and other
apps that also provide video capabilities
Reddit, YouTube, and other sites with active public
forums and comment sections
Android tablets, iOS apps with no http/https activity
Email activity through the standard Mail app for iOS
Standard text messaging is not included
Video content available through apps/web where
video is not the primary focus (Ex. CNN, Weather
Channel, Facebook)
Audio content through YouTube, VEVO, and other
apps that also provide video capabilities
Reddit, YouTube, and other sites with active public
forums and comment sections
INCLUDES DOES NOT INCLUDE
DIGITAL AUDIENCE MEASUREMENT
11. 11THE TOTAL AUDIENCE REPORT | Q1 2015
TABLE 1 – A WEEK IN THE LIFE
WEEKLY TIME SPENT IN HOURS:MINUTES BY AGE FOR US POPULATION
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
A
18+
BLACK
2+
HISP.
2+
ASIAN
AM.
2+
On Traditional TV 22:13 17:52 18:04 24:36 32:54 43:49 51:14 32:33 35:50 45:44 26:41 17:39
Watching
Time-shifted TV
2:28 1:50 1:43 3:24 4:26 4:31 3:54 3:29 3:50 3:12 2:20 2:08
Using a DVD/
Blu-Ray Device
2:00 1:04 0:58 1:18 1:14 1:07 0:42 1:12 1:05 1:11 1:10 0:57
Using a Game
Console
2:55 4:22 4:34 3:07 1:16 0:27 0:07 1:59 1:35 2:11 2:12 1:23
Using a
Multimedia
Device
1:08 0:43 1:21 1:41 1:11 0:40 0:27 1:01 1:01 0:46 0:45 2:04
Using the
Internet on a
Computer
0:17 0:46 4:26 5:36 7:06 6:19 3:23 4:30 5:36 4:56 2:52 3:27
Watching Video
on Internet
0:21 0:24 1:51 1:58 1:56 1:22 0:38 1:17 1:32 1:50 0:57 1:02
Using any App/Web
on a Smartphone*
n/a n/a 10:27 9:34 9:01 6:23 1:35 n/a 7:16 9:47 9:54 8:49
Watching
Video on a
Smartphone*
n/a n/a 0:32 0:21 0:14 0:08 n/a n/a 0:14 0:22 0:27 0:23
Listening to AM/
FM Radio*
n/a 7:06 10:11 11:24 13:30 14:51 12:02 12:14 12:46 12:40 12:21 n/a
*Radio data are based on P12+, and mobile data are based on 18+ in all tables where listed as P2+
13. 13THE TOTAL AUDIENCE REPORT | Q1 2015
TABLE 4A – MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG COMPOSITE
TABLE 4B – MONTHLY TIME SPENT BY MEDIUM IN HOURS: MINUTES
AMONG BLACKS
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
On Traditional TV 103:43 82:26 93:19 119:30 150:15 197:20 231:20 151:33
Watching Time-shifted TV 11:32 8:27 8:52 16:31 20:15 20:20 17:37 16:13
Using a DVD/Blu-Ray Device 9:22 4:53 5:00 6:18 5:37 5:02 3:10 5:36
Using a Game Console 13:38 20:10 23:34 15:07 5:47 2:00 0:33 9:15
Using a Multimedia Device 5:18 3:17 6:58 8:13 5:24 3:01 2:02 4:42
Using the Internet on a Computer 3:59 7:29 31:28 33:39 37:20 35:58 26:31 30:36
Watching Video on Internet 7:51 6:39 19:01 16:39 13:55 10:12 6:41 12:13
Using any App/Web on a
Smartphone*
n/a n/a 53:24 51:57 47:00 36:28 27:05 44:32
Watching Video on a Smartphone* n/a n/a 3:13 2:21 1:34 1:12 0:49 1:53
Listening to AM/FM Radio* n/a 34:51 49:17 53:20 62:12 68:42 60:55 58:10
K
2-11
T
12-17
A
18-24
A
25-34
A
35-49
A
50-64
A
65+
P
2+
On Traditional TV 145:05 139:22 144:16 180:01 219:45 284:13 332:57 210:42
Watching Time-shifted TV 10:27 9:26 9:47 16:01 21:20 15:42 14:36 14:44
Using a DVD/Blu-Ray Device 8:02 3:41 4:35 5:37 5:15 6:21 2:46 5:27
Using a Game Console 12:49 21:42 19:32 15:51 5:44 1:49 0:56 10:04
Using a Multimedia Device 3:59 2:47 4:07 5:56 3:49 2:11 1:25 3:30
Using the Internet on a Computer 4:25 6:31 42:03 35:33 43:51 37:00 24:13 34:17
Watching Video on Internet 8:29 4:14 27:10 19:52 22:28 13:50 5:40 17:39
Using any App/Web on a Smartphone* n/a n/a 47:31 68:26 58:20 43:31 - 51:35
Watching Video on a Smartphone* n/a n/a 3:19 3:37 2:18 1:21 - 2:20
Listening to AM/FM Radio* n/a 38:50 49:17 55:04 64:48 74:07 65:58 60:16
*Radio data are based on P12+, and mobile data are based on 18+ in all tables where listed as P2+
21. 21THE TOTAL AUDIENCE REPORT | Q1 2015
SOURCING &
METHODOLOGIES
GLOSSARY
AM/FM RADIO: Listening to programming from AM/FM radio stations or network
programming.
BROADBAND ACCESS: Paid, high-speed Internet access delivered via DSL, Cable
Internet through cable provider, Fiber-Optic Service, U-Verse, Satellite Internet, Data Card
(aircard that connects to a cellular phone network) or PC tethered to cell phone (cellular
phone network).
BROADBAND ONLY: A household with at least one operable TV/monitor that receives
video exclusively through a broadband internet connection instead of traditional means
(over-the-air, wired cable, telco, satellite).
BROADCAST ONLY: A mode of television content delivery that does not involve satellite
transmission or cables (i.e.—a paid service). Also commonly referred to as “over-the-air.”
ENABLED SMART TV: A household with at least one television set that is capable and
enabled to access the internet.
MULTIMEDIA DEVICE: Viewing on an Apple TV, Roku, Google Chromecast, Smartphone,
Computer/Laptops, etc. connected to the TV.
NARROWBAND ACCESS: A household that accesses the Internet via a telephone line
(often referred to as dial-up).
SATELLITE: A paid TV subscription where the signal is distributed to an orbiting
satellite. The amplified signal is then re-transmitted to the home and received via a dish.
(Sometimes also referred to as “dish.”)
SUBSCRIPTION VIDEO ON DEMAND (SVOD): a household with access to a
subscription video on demand service, such as Netflix, Amazon Prime and Hulu Plus.
TELCO: A paid TV subscription delivered fiber-optically via a traditional telephone
provider.
TRADITIONAL TV: Watching live or time-shifted content on a television set.
TV HOUSEHOLD: A home with at least one operable TV/monitor with the ability to
deliver video via traditional means of antennae, cable STB or Satellite receiver and/or with
a broadband connection.
WIRED CABLE: Traditional cable delivered through wires to your home.
23. 23THE TOTAL AUDIENCE REPORT | Q1 2015
AM/FM RADIO METHODOLOGY
Audience estimates for 48 large markets are based on a panel of people who carry a
portable device called a Personal People Meter (PPM) that passively detects exposure to
content that contains inaudible codes embedded within the program content. Audience
estimates from the balance of markets and counties in the U.S. are based on surveys of
people who record their listening in a written diary for a week.
The estimates in this report are based on RADAR and the National Regional Database.
RADAR reports national network radio ratings covering the U.S. using both PPM and
Diary measurement and it is based on a rolling one-year average of nearly 400,000
respondents aged 12+ per year.
Monthly Radio Estimates: Nielsen’s Measurement Science group used statistical
modeling techniques to estimate the total cume audience to radio in a four week period,
as compared to the total cume audience to radio in an average week. The methodology
utilized PPM panel data, and essentially measured how many people who were not
exposed to radio in a single week might typically be exposed to radio over a consecutive
four week period. A radio cume growth factor was then determined and applied to radio
listening on a national basis.
Listening to HD radio broadcasts, Internet streams of AM/FM radio stations and Satellite
Radio is included the Persons Using Radio estimates in this report where the tuning
meets our reporting and crediting requirements.
MOBILE METHODOLOGY
Nielsen’s Electronic Mobile Measurement (EMM) is an observational, user-centric
approach that uses passive metering technology on smartphones to track device and
application usage on an opt-in convenience panel. Results are then reported out through
Nielsen Mobile NetView 3.0. There are approximately 5,000 panelists in the U.S. across
both iOS and Android smartphone devices. This method provides a holistic view of all
activity on a smartphone as the behavior is being tracked without interruption.
A number of steps are taken after the data collection process to ensure the reported data
is representative of the mobile population. Weighting controls are applied across five
characteristics (gender, age, income, race and ethnicity) while independent enumeration
studies are carried out on a continuous basis to provide the most current estimates of
the mobile population (aka Universe Estimation). This mobile population is drawn from
a combination of Mobile Insights, as well as surveying the National People Meter (NPM)
panel that is the industry standard for TV Ratings.
Figures reported in Nielsen’s Mobile NetView 3.0 include those individuals who are P18+
who have used an iOS or Android smartphone device in the U.S. during Q1 of 2015. In
particular:
“Using any App/Web on a Smartphone” refers to consuming mobile media content
through a web browser or via a mobile app. It does not include other types of activity
such as making/receiving phone calls, sending SMS/MMS messages etc, which has been
excluded for this report.
“Watching Video on a Smartphone” is a subset of “Using any App/Web on a Smartphone”
and refers to those individuals who visit a website or use a mobile app specifically
designed to watch video content.
Due to this methodology change from survey based data to EMM as of the Q4 2013 Total
Audience Report report, data should not be trended to previous quarters’ published
editions. The current report contains the revised metrics for the prior year data in the
year-over-year comparisons.