Source All Data: The Nielsen Company as of Nov 2009, (Company-wide reports and surveys)
As a benchmark of the Electronic Media Industry starting out in 2010, Nielsen releases a fact sheet appended with the prediction that ” … In 2010 we see a continuation, if not an acceleration, of current trends with consumers watching and connecting more.”
| Television | |
| U.S. homes with at least one TV | 114.9M |
| U.S. homes that are cable and/or satellite ready | 103.6M |
| U.S. homes with digital cable | 50.9M |
| U.S. homes with satellite TV | 32.7M |
| TVs in the U.S. that are HD capable | 47.4M |
| U.S. homes with a VCR | 75.8M (down 10% since 2007) |
| U.S. homes with a DVD player | 101M (up 1% since 2007) |
| U.S. homes with a DVR | 36.7M (up 12% since 2007) |
| Source: The Nielsen Company, November 2009 | |
| Percentage Of TV Households That Own: | |
| 1 TV Set | 16.7% |
| 2 TVs | 28.3% |
| 3 TVs | 25.1% |
| 4 or more TVs | 26.0% |
| Source: The Nielsen Company, November 2009 | |
How (and How Much) We Watch
- Almost 99% of video content watched in the U.S. is on traditional television
- The average American watches 31.5 hrs of TV per week
- An average DVR user watches 7 hrs 54 minutes of time shifted TV each month (up 22.5% from 2008)
- Kids aged 6-11 watch 28 hrs of live TV a week
| Mobile Phones | |
| U.S. mobile phone users 13+ | 223M |
| Number of mobile Web users | 60.7M (up 33% from 2008) |
| Percentage of mobile devices that are smartphones | 18% (up from 13% in 2008) |
| Percentage of mobile device owners that streamed audio | 8% |
| Percentage of mobile device owners that viewed video via their mobile phone | 7% |
| Percentage of mobile devices sold in Q3 2009 that were smartphones | 25% (estimated 40%-50 in 2010) |
| Source: The Nielsen Company, November 2009 | |
| Looking Ahead To Mid-2011 | |
| Estimated smartphone user base | 150M |
| Estimated mobile subscribers | 300M+ |
| Estimated users of mobile web | 120M |
| Estimated users watching mobile video | 90M |
| Source: The Nielsen Company, November 2009 | |
Growth of cellphone only homes in the U.S.
- 2009… 21%
- 2008… 18%
- 2007… 15%
| Top 5 Smartphones (% Ownership) | |
| Blackberry 8300 Curve | 17% |
| Apple iPhone 3G | 15% |
| Apple iPhone 3G S | 12% |
| Blackberry 9530 Storm | 6% |
| Blackberry 8100 Pearl | 5% |
| Source: The Nielsen Company, November 2009 | |
Top 5 Mobile Web Sites
- Google Search
- Yahoo! Mail
- Gmail
- Weather Channel
Top Social Networks on Mobile Phones
- MySpace
Top 5 Mobile Video Channels
- YouTube
- Fox Interactive Media
- Weather Channel
- Comedy Central
- CBS
Internet
- 195M Active U.S. Internet users
- 160.3M People who accessed the Internet via a broadband connection: (93.3%… up 16% from 2008)
- 138.4M Unique viewers of video (up 11.4% from 2008)
- 11.2B Total online video streams viewed monthly (up 17% from 2008)
- 200.1 minutes Average time spent viewing online video per viewer monthly (up 12.5% from 2008)
Social Networking
- Facebook reaches 56% of the active U.S. Internet universe with an average usage of 6 hrs a month per user
- Facebook is the #3 site visited by users 65 and older
- Twitter grew 500% year-over-year
- Time spent on social networking sites in the U.S. increased 277%
- The average U.S. worker spends 5 hrs a month visiting social networks at the office
- 32% of all mobile web users visited a social network
| Top 5 Computer Brands Among U.S. Adults (By Percent Of Ownership) | |
| Dell | 49.8% |
| HP | 26.4% |
| Compaq | 12.6% |
| Mac/Apple | 11.3% |
| Percentage of U.S. adults who have
two or more computers |
57.7% |
| Percentage of U.S. adults who purchased
a laptop computer in the past 12 months |
12.9% |
| Source: The Nielsen Company, November 2009 | |
| Top Networking Sites Year-Over-Year Trend (Unique Audience) | |||
| Site | Nov. 2007 | Nov. 2008 | Nov. 2009 |
| 21.97M | 47.54M | 109.7M | |
| Myspace | 57.39M | 59.12M | 50.92M |
| N/A | 3.17M | 19.07M | |
| Classmates | 11.46M | 14.6M | 12.27M |
| 5.44M | 11.64M | 12.13M | |
| Source: The Nielsen Company, November 2009 | |||
Video Games
- 73% of households own a device they specifically use for gaming
- 54% of households own a video game console or handheld system
- 41% of households have 7th generation game console
- 23% of households own a handheld console
- 45% of active gamers are female (defined as playing at least one hour per week)
- 49% of Nintendo Wii owners are female and 52% of Sony Playstation Portable (PSP) owners are female
| Top Game Consoles Ranked By Share Of Total Usage Minutes | |
| Xbox 360 | 23.1% |
| PlayStation 2 | 20.4% |
| Nintendo Wii | 19.0% |
| Source: The Nielsen Company, November 2009 | |
Audio File
- 49.1M U.S. homes have MP3 players
- 20.5M U.S. homes have satellite radio
