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Consumer Usage of Personal Video Devices

Consumer Usage of Personal Video Devices. Steve McGowan SVP, Client Research Initiatives. Key Research Questions. What personal video platforms are emerging? Who owns them/who is using them? How are they being used? How do Personal Video Device (PVD) users watch TV?

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Consumer Usage of Personal Video Devices

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  1. Consumer Usage of Personal Video Devices Steve McGowan SVP, Client Research Initiatives

  2. Key Research Questions • What personal video platforms are emerging? • Who owns them/who is using them? • How are they being used? • How do Personal Video Device (PVD) users watch TV? • What factors will determine future PVD penetration and use?

  3. Data Sources Nielsen Home Technology Study Nielsen National People Meter Sample Nielsen iTunes Panel

  4. What is a Personal Video Device? • Video iPod/MP3 player • Portable video game player • Portable DVD unit • In-car DVD player • Video-enabled mobile phone • In-car satellite TV

  5. What personal video platforms are emerging?

  6. Personal Video Device Penetration Source: National People Meter Sample January, 2007

  7. Consumer Adoption Rates Accelerate Based on Various Sources

  8. Who owns personal video devices and who is using them?

  9. PVD Access by Household Income Source: NPM Sample, January, 2007

  10. PVD Access by Household Size Source: NPM Sample, January, 2007

  11. PVD Access by Head of Household Education Source: NPM Sample, January, 2007

  12. PVD Penetration by Internet Access Source: NPM Sample, January, 2007

  13. Age Profiles of “Primary” PVD Users Source: NPM Sample, January, 2007

  14. How are personal video devices being used?

  15. Last Time You Played Video Content on a Device Source: Home Technology Study Base=Those who have used each device for video

  16. Last Time You Played Video Content on a Device Source: Home Technology Study Base=Those who have used each device for video

  17. iTunes Panel Quarterly User Statistics • 35.7% of panelists played a video file during 4th quarter, 2006 • 40% of users who played video did NOT own a video iPod, meaning they watched it through iTunes on their PC • Video iPod owners were heavier users of video content and accounted for 86%of plays

  18. Daily Audio/Video Playback Video Users 50 mins:30 secs audio 2 mins:30 secs video Total Sample 44 mins:45 secs audio 1 min:15 secs video Source: Nielsen iTunes panel

  19. Total Video Playback Summary Source: Nielsen iTunes panel 10/1 – 12/31/06

  20. How do Personal Video Device users watch TV?

  21. Daily Average TV Minutes for 2-11 Year Old “Primary” PVD Users Source: NPM Sample, January, 2007

  22. Daily Average TV Minutes for 12-17 Year Old “Primary” PVD Users Source: NPM Sample, January, 2007

  23. Daily Average TV Minutes for 18-34 Year Old “Primary” PVD Users Source: NPM Sample, January, 2007

  24. Daily Average TV Minutes for 35-49 Year Old “Primary” PVD Users Source: NPM Sample, January, 2007

  25. What factors will determine future PVD penetration and use?

  26. Drivers for Future Growth Content Pricing Models Ease of Use

  27. My Favorite New Device at CES 2007

  28. In Summary • Content providers are offering both free and pay options in delivering content topersonal devices • Hardware choices are increasing while tools for capturing and moving content seem to lag behind • Early PVD adopters are slightlymore upscale • No single device or platform has emerged for video playback and adoption is still in the early stages

  29. Implications for A2/M2 • Nielsen continues to develop measurement solutions for portable video players andother platforms • Knowing who has PVD devices and how they use them will allow us to scale our future PVD measurement strategy. By working with clients we will align our efforts to meet theirbusiness needs

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