Consumer Usage of Personal Video Devices

Copyright © 2007 The Nielsen Company

Consumer Usage of Personal Video Devices

Consumer Usage of Personal Video Devices

Steve McGowanSVP, Client Research Initiatives

Steve McGowanSVP, Client Research Initiatives


Key Research QuestionsKey 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?


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?


Data SourcesData Sources

Nielsen Home Technology StudyNielsen National People Meter Sample

Nielsen iTunes Panel

Nielsen Home Technology StudyNielsen National People Meter Sample

Nielsen iTunes Panel


What is a Personal Video Device?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

Video iPod/MP3 player

Portable video game player

Portable DVD unit

In-car DVD player

Video-enabled mobile phone

In-car satellite TV


Personal Video Device PenetrationPersonal Video Device Penetration

3%

4%

4%

5%

10%

19%

0% 5% 10% 15% 20%

In-Car DVD

Video-enabled portable game unit

Video-enabled iPod/MP3

Video-enabled cell phone

Portable DVD player

Any PVD

3%

4%

4%

5%

10%

19%

0% 5% 10% 15% 20%

In-Car DVD

Video-enabled portable game unit

Video-enabled iPod/MP3

Video-enabled cell phone

Portable DVD player

Any PVD

Source: National People Meter Sample January, 2007


Consumer Adoption Rates AccelerateConsumer Adoption Rates Accelerate

Number of Years to Reach 50% Penetration

16

18

7

0 5 10 15 20

DVD

TV

Radio

Years

Number of Years to Reach 50% Penetration

16

18

7

0 5 10 15 20

DVD

TV

Radio

YearsBased on Various Sources


Who owns personal video devices and who is using

them?

Who owns personal video devices and who is using

them?


PVD Access by Household IncomePVD Access by Household Income

Source: NPM Sample, January, 2007


PVD Access by Household SizePVD Access by Household Size

0%

5%

10%

15%

20%

In-CarDVD

Player

PortableDVD

Player

Port.Video

Games

Video CellPhone

VideoiPod/MP3

1 Person 2 Persons 3 Persons 4+ Persons

0%

5%

10%

15%

20%

In-CarDVD

Player

PortableDVD

Player

Port.Video

Games

Video CellPhone

VideoiPod/MP3

1 Person 2 Persons 3 Persons 4+ Persons



PVD Access by Head of Household EducationPVD Access by Head of Household Education



PVD Penetration by Internet AccessPVD Penetration by Internet Access



Age Profiles of “Primary” PVD UsersAge Profiles of “Primary” PVD Users

38% 31% 32%

21%32%

23%

17%

22%

45%

43%

28%19%

0%

25%

50%

75%

100%

In-Car DVD PortableDVD

Port. VideoGames

Video CellPhone

VideoiPod/MP3

P2-11 P12-17 P18-34 P35-49 P50+

38% 31% 32%

21%32%

23%

17%

22%

45%

43%

28%19%

0%

25%

50%

75%

100%

In-Car DVD PortableDVD

Port. VideoGames

Video CellPhone

VideoiPod/MP3

P2-11 P12-17 P18-34 P35-49 P50+



How are personal video devices being used?

How are personal video devices being used?


Last Time You Played Video Content on a DeviceLast Time You Played Video Content on a Device

64%

63%

11%

21%

13%

16%

10%84% 5%

0% 25% 50% 75% 100%

Video iPod/MP3

Portable DVDPlayer

Cell phone

One Week+ 2-7 Days < 2 Days

64%

63%

11%

21%

13%

16%

10%84% 5%

0% 25% 50% 75% 100%

Video iPod/MP3

Portable DVDPlayer

Cell phone


Source: Home Technology StudyBase=Those who have used each device for video


Last Time You Played Video Content on a DeviceLast Time You Played Video Content on a Device

64%

63%

45%

11%

21%

23%

13%

16%

10%

32%

84% 5%

0% 25% 50% 75% 100%

Video iPod/MP3

Portable DVDPlayer

Cell phone

Streaming onComputer


64%

63%

45%

11%

21%

23%

13%

16%

10%

32%

84% 5%

0% 25% 50% 75% 100%

Video iPod/MP3

Portable DVDPlayer

Cell phone

Streaming onComputer


Source: Home Technology StudyBase=Those who have used each device for video


iTunes Panel Quarterly User StatisticsiTunes 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

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


Daily Audio/Video PlaybackDaily Audio/Video Playback

97%97% 95%

AudioPlayback

VideoPlayback95%

AudioPlayback

VideoPlayback

Total Sample44 mins:45 secs audio

1 min:15 secs video

Total Sample44 mins:45 secs audio

1 min:15 secs video

Video Users50 mins:30 secs audio2 mins:30 secs video

Video Users50 mins:30 secs audio2 mins:30 secs video

Source: Nielsen iTunes panel


Total Video Playback SummaryTotal Video Playback Summary

21%

22%

32%

25%

12%

38%

19%

31%

0%

20%

40%

60%

80%

100%

Video iPod Owners Audio-only iPod Owners

All Other Podcast Music Video TV

21%

22%

32%

25%

12%

38%

19%

31%

0%

20%

40%

60%

80%

100%

Video iPod Owners Audio-only iPod Owners

All Other Podcast Music Video TV

10/1 – 12/31/06Source: Nielsen iTunes panel


How do Personal Video Device users watch TV?How do Personal Video Device users watch TV?


Daily Average TV Minutes for 2-11 Year Old “Primary” PVD Users






313292

274 281

0

50

100

150

200

250

300

350

No PVD PortableDVD player

Video CellPhone

VideoiPod/MP3

313292

274 281

0

50

100

150

200

250

300

350

No PVD PortableDVD player

Video CellPhone

VideoiPod/MP3



What factors will determine future PVD penetration and

use?

What factors will determine future PVD penetration and

use?


Drivers for Future Growth

Drivers for Future Growth

ContentPricing Models

Ease of Use

ContentPricing Models

Ease of Use


My Favorite New Device at CES 2007My Favorite New Device at CES 2007


In SummaryIn 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

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


Implications for A2/M2Implications 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

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

Consumer Usage of Personal Video Devices

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