Video, Mobile and Apps Generating Increased Usage Per Nielsen

The use of video, mobile and apps for employment-related communications continues to become more valuable as the audience for video content and the usage of apps on mobile continues to grow.

VIDEO

The number of people watching video on smartphones (ages 2 and over) in the fourth quarter of 2013 reached 101 million, up from 80.7 million in the year-earlier period according to a new report from Nielsen.  Average time spent per user in mobile video increased 23% to one hour, 23 minutes per month

MOBILE

Per the report, the number of people accessing the Internet on a computer fell to 204.4 million from 212.4 million, while App/Web smartphone users jumped 30% from 111 million to 144.3 million in the last year.

The average time spent using a smartphone overall (among adults 18 and over) per month increased to 1:07 in 2013 from 53 minutes in 2012.

APPS

Nearly all the time (89%) spent on media among smartphone users is in apps, with the balance on the mobile Web. The same pattern holds in tablet use, where 81% of time spent is devoted to apps versus the Web.

DEMOGRAPHICS

Women use both formats on tablets more than men, at 27:45 versus 22:41 in apps, and 6:30 compared to 4:07 online.

However, on smartphones there is less of a difference between the two genders, with men spending 29:32 in apps compared to almost 31 hours for women, and both sexes even in mobile Web use, at about 3:45 a month.

For diversity campaigns, there were other important demographic trends to watch.  African-Americans and Hispanics consumed mobile media at higher-than-average rates. Both ethnic groups watched about two hours of mobile video a month.  Asian-Americans watched video on mobile at about an hour-and-a-half.
Caucasians, however, make up the vast majority of smartphone users overall at 70%, with 73% watching mobile video.

The biggest chunk (38%) of smartphone users by age fall into the 35-54 bracket, with those 25-34 making up 22%, and those 18-24 at 16%. People 55+ account for nearly a quarter (24%). Smartphone video users, again, broadly parallel those figures, although only 18% of those 55 and over watch video on their phones.

DAYPARTS

The time for watching video on a smartphone peaks between 5 p.m. and 9 p.m. — similar to the peak times for TV and online video viewing.

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