According to Nielsen’s third-quarter Total Audience Report the media habits are evolving to reflect the fast paced changes in the technology landscape.

The connected devices have created a viewing phenomenon that requires advertisers to buy media and deliver campaigns with a newer approach, as viewers can choose to watch live linear programming, video on-demand, or through subscription services and apps, with a device of their choice.

 

“Content is still king, but consumers are shaping their own content-discovery experience, and the evolving media landscape has not lessened consumer demand for quality, professionally-produced content. What has changed is the number and reliability of new media available to viewers,” said Dounia Turrill, senior vice president, insights, Nielsen.

Key Takeaways

• Overall, American’s average daily time spent watching live TV decreased 12 minutes from 4 hours and 44 minutes in third-quarter 2013 to 4 hours and 32 minutes in third-quarter 2014.
• Consumer’s daily time spent using a smartphone increased 23 minutes, from 1 hour and 10 minutes to 1 hour and 33 minutes per day.
• Timeshifting content (using a DVR or video-on-demand technology) continues to resonate with consumers, and while still a small part of overall usage across platforms and devices, daily time spent using a multimedia device continues to climb.The overall population also saw over an hour increase in time spent watching time-shifted content and a four-hour increase watching video on the Internet.

Source : Nielsen