Viewing Across Screens Grows, Nielsen Report Says

The average American’s usage of TV, Internet and mobile continues to increase, with TV use hitting a record high, according to the Nielsen Co.’s second “A2/M2 Three Screen Report.” The average time a U.S. home used a TV set during the 2007-08 TV season increased to 8 hours and 18 minutes per day, the highest number in Nielsen’s TV-measuring history. The average person in the U.S. clocked 142 hours of television in one month, an increase of five hours from last year.

The report also found that Americans spent more than six hours a month watching time-shifted TV.

Meanwhile, Internet and mobile usage grew steadily in the third quarter, driven by online video content from the Olympics, Major League Baseball, political conventions and debates, as well as news on the economy.

Internet users spent 27 hours a month online, while mobile phone users spent three hours a month watching mobile video on their phones.

Men are more likely than women to watch video on mobile phones, while women are more likely than men to watch video on the Internet, the report reveals.

“Americans keep finding more time to spend with the three screens,” Susan Whiting, vice chair of the Nielsen Co., said in a statement. “TV use is at an all-time high, yet people are also using the Internet more often —31% of which is happening simultaneously.”

The figures were calculated using Nielsen’s National TV and Internet panels.