Nielsen’s latest report on American media device ownership and use is now available here, and it contains plenty of useful tidbits of market information.
For example, the average American watches 35.6 hours of television a week, which is almost as much time as they spend at a full-time job. As for our constant obsession with ‘too much TV viewing’ for kids, we’re looking at the wrong age group: Children 2-11 watch about 26 hours a week, while adults over 65 are hooked to the boob tube almost 50 hours a week.
As far as media devices go, 75% of respondents own a computer with high-speed Internet, while 46% own at least one HDTV. Digital video recorders were next on the list (35% of respondents own one), followed by handheld media devices like iPods (20%), NeTVs (14%), peripheral devices with Internet video connections like Blu-ray players (10%), Netbooks (9%), E-book readers (5%), tablet computers (less than 3%) and 3D TVs (2%).
About 116 million U.S. homes own at least one TV, with 105 million of them cable- or satellite-ready. 100 million homes have a DVD player, while (gasp!) 71 million still have a VCR. HD-compatible TVs are found in 65 million homes, and 56 million homes have digital cable TV service. In addition, 43 million have a digital video recorder.
Are you following the cord-cutting stories? According to Nielsen, the number of homes equipped with broadband service but no cable TV is relatively small and unchanged through 2010 (about 4%), while homes that have both broadband and cable TV actually increased from 62% to 66% from January 2009 to January 2010.
Another very interesting part of the study reveals that 76% of respondents ‘probably won’t or ‘definitely won’t’ buy a 3D TV in the next 12 months. 2% of respondents already own one, while only 6% “definitely’ or ‘probably’ will buy one. That’s not good news at all for TV manufacturers, who are currently struggling with profit margins and an ultra-competitive marketplace.
The fact that 14% of respondents own a NeTV and 10% own some sort of connected peripheral indicates that focusing on connected TVs may be a better strategy for manufacturers in 2011. 3D is still a tough sell for any number of reasons, but NeTVs are appealing to just about everybody, particularly those keen on streaming movies and TV shows, even if they are in less-than-standard definition.
Posted by Pete Putman, January 24, 2011 12:12 PM
About Pete PutmanPeter Putman is the president of ROAM Consulting L.L.C. His company provides training, marketing communications, and product testing/development services to manufacturers, dealers, and end-users of displays, display interfaces, and related products.
Pete edits and publishes HDTVexpert.com, a Web blog focused on digital TV, HDTV, and display technologies. He is also a columnist for Pro AV magazine, the leading trade publication for commercial AV systems integrators.