Nielsen: Older Adults Embracing Digital Video Viewing
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- September 9th, 2014
A new report from Nielsen shows that older viewers are spending significantly more time watching video on digital devices as opposed to traditional TV screens.
Millennials are not the only ones who are streaming their favorite Netflix shows from their computers and smartphones anymore, as a new report from Nielson shows that older viewers are increasingly embracing digital video in lieu of traditional TV content.
In its new Q2 2014 Cross-Platform Report, Nielsen found that 35- to 49-year-olds and 50- to 64-years-olds consumed 80 percent and 60 percent more digital video content this year, respectively, compared to the same period last year.
It seems that while traditional TV viewing on a television screen is declining, overall media consumption is on the rise. This is driven by the growth in digital video viewing across all age demographics, according to Nielsen.
The report also found that overall media consumption among younger viewers, 18- to 34-years-olds (or “Millennials”) in the report, is up 4 percent during the second quarter of 2014 compared to the same period last year. This increase is primarily fueled by the increase in video views on computers and mobile devices, notes Nielsen.
Year-over-year overall growth in digital use among the Millennials surveyed reached 16 percent, and digital video viewing climbed 53 percent. During Q2 of this year, these younger viewers spent an average of 35 minutes per day watching digital video, the most of any age group.
Nielsen also found that respondents are using various devices to watch videos. While some prefer to watch videos on desktops and some on tablets, many are watching on their smartphones, which have now achieved 71 percent penetration in the U.S.