Nielsen: Americans Spend More Time on TV Watching

The latest Nielsen Quarterly Report on cross-platform media audience behaviour has showed that Americans are spending more time watching video on traditioanl TVs, mobile devices and the internet than ever before.

The report found that traditional TV viewing saw a 22-minute monthly increase between the first quarter of 2010 and the first quarter of this year, with online video seeing a one hour and 10 minute bounce, mobile video growing by 43 minutes and time shifted viewing increasing by one hour and 10 minutes.

The average American watched more than 158 hours a month of television in the home on a TV set in the first quarter of 2011. In a distant second place is television viewing over the Internet, with the average consumer watching 4.5 hours a month. In a close third is television viewing on mobile devices, with viewing at about 4 hours 20 minutes a month on a tablet or smartphone device.

The heaviest users of online video were those 18 to 24, with seven hours and 41 minutes a day, followed by those 25 to 34, who spent six hours and 54 minutes.

Men were more likely than women to view online video regardless of age group.

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