20 October 2011
Seven out of ten households in Shanghai own and use three screens – TVs, PCs with Internet and mobile phones – according to Nielsen, a leading global provider of insights and analytics into what consumers watch and buy. The latest edition of Nielsen’s Cross-Platform Media Audience Behavior report for the first half of 2011 reveals that TV and mobile phone penetration is nearly universal, and the majority of Shanghai homes have PCs.
Nielsen’s survey of 2,000 households across 12 districts in Shanghai provides the most comprehensive look at the viewing behavior of Shanghai consumers across platforms as well as device penetration and finds that nearly all (99%) of households in the city have a TV, with more than 42 percent having two and nine percent having three or more. Nearly 95 percent of households have at least one cell phone and three-quarters (75%) of homes have PCs, 71 percent with broadband Internet access.
Key findings and emerging trends in media consumption include:
• Overall TV viewership was 360 minutes per month per person during the first half of the year, a moderate decline compared to last year. Nevertheless, TV remains the dominant source of video content.
• Simultaneous use of TV and the Internet continues to grow, increasing to 18 percent in 2011, up from 15% in 2010.
• The reach of TV and Internet is similar during the week compared to the weekend, but the amount of time spent using both platforms increased by about 10 percent on the weekend.
• Spell out acronym (ADSL) is the clear leader in broadband connections, with two-thirds of households using that technology to connect .
“At Nielsen we find that the heaviest TV viewers in Shanghai are also going online to watch videos,” said Jesse Goranson, Senior Vice President, Media, Nielsen Greater China. “These content-hungry viewers are not yet substituting one form of media for the other but are simply adding more screens. Meanwhile the lightest users seemingly show little interest in content, regardless of platform.”
“While TV in China represents over 60 percent of the advertising market, it does not have the same ingrained role in the household as it does in the U.S.,” said Jesse. However, despite slower mobile networks, Chinese consumers have taken to viewing video on their mobile phones, a trend that is only going to increase in the years ahead as 3G services become more available and affordable. “The good news for both media companies and advertisers is it’s clear that consumers are seeking and even willing to pay for high quality content.”
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information,visit www.nielsen.com.
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