Nielsen’s Latest Total Audience Report Reveals a Surprising Future

Peter Katsingris pictured at top Senior Vice President Nielsen Audience Insights described the current media environment as one that amp8220changes quickly There is always something new that pops out especially when we include other Nielsen data sets that have not been included in this report beforeamp8221 amp160One example of this was the addition of moviegoer data that tended to skew youngerMedia companies cannot afford to be complacent in this ecosystem Consumersamp8217 appetites for media are continuously evolving according to Katsingris who reported that consumers spend over 115 hours a day on media amp8220Thatamp8217s almost half a dayamp8221 he said amp8220Clearly most of their awake time is connected one way or anotheramp8221Video discovery was an amp8220ahhaamp8221 moment based on new data amp8220We definitely found this data surprising with respect to the consumer journeyamp8221 Katsingris noted The report revealed the decisionmaking process viewers undertake when choosing content amp8220We asked questions like amp8216Do you know what you are going to watch before you actually watchamp8217 and amp8216What action did you take to decide what to watchamp8217amp8221 he said adding that almost twothirds of adults know exactly what they want to watch most of the time while onethird have a general idea and about a quarter werenamp8217t sure amp160Ultimately he said that 58 indicated they would view their favorite traditional channels if they couldnamp8217t make a decisionThe amount of time we spend searching was also interesting to Katsingris Viewers spend time scanning options amp8220and we realized that eight minutes of time went by before they made a decision That is eight minutes of browsing through menus to see if something catches your interestamp8221 He suggested that content owners need to stand out in these early stages of consideration and cut through this clutter amp8220to make sure that what they are offering stands out from everything elseamp8221 One way to do this is to make sure that their content is available across all services platforms and devicesFor those who didnamp8217t really know what they wanted to watch their content search revealed that amp8220what ranked the highest was search that could be done via the remote to quickly look through your favorite channels amp160People tend to rely on what is familiar to them to get them through this time of choiceamp8221 The search activities that stood out amp8220were those tuned to favorite channels scanning through the traditional TV channels going through the program guide then browser menus on subscription servicesamp8221 he revealed These choice orders varied somewhat by age with younger viewers searching subscription services more than overall adultsInterestingly the report indicated that amp8220recommendations from service providers were less likely to influence viewers on what to watchamp8221 Further 21 opted out of viewing altogether when they couldnamp8217t find anything to watchVoice Assistants and Smart SpeakersTechnology is not only driving video search partners itamp8217s also impacting how users engage with voice assistant technology Voice assistants are used by 36 of all adults amp8220Itamp8217s found everywhere from your smart speakers to your smartphonesamp8221 Katsingris noted amp8220Even my cable remote has voice assistance as well to help me find content Itamp8217s an enabler to allow consumers to get answers quickly and access content and also with IoT control things like lights in the home and your car handsfreeamp8221Since smart speakers launched a few years ago their adoption and the amplification of audio content has continued to rise Smart speakers are now found in 28 of all households and because of their handsfree convenience Katsingris believes that they are replacing other functions that devices had amp8220As consumers acquire these devices their capabilities will continue to grow and ownership will expand exponentially with their useamp8221 he said Most usage is music and weather amp8220but according to our MediaTech Trender Survey data we see that nearly all smart speaker owners about 95 report listening to music on their devicesamp8221 he continued amp8220Itamp8217s potentially taking away users who listen to music on their smartphones TV sets or on tabletsamp8221 The top listening formats for smart speakers were music podcasts sports updates and shopping online And he noted some people just like to chat with these devices amp8220Seventyseven percent report that they just like to talk to them for funamp8221The FutureFor Katsingris the future for media companies is at once challenging and opportunistic amp8220Consumers continue to engage with media across all of the platformsamp8221 he explained amp8220Itamp8217s at their leisure Itamp8217s on demand for a good part of the day with some demographics more than others So itamp8217s really important to know who is using which platform and how much more than others to reach your desired demographic I just hope younger generations know the old way of doing things as well and arenamp8217t depending on things being done for themamp8221Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nielsen’s Latest Total Audience Report Reveals a Surprising Future

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Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Nielsen’s Latest Total Audience Report Reveals a Surprising Future

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Charlene Weisler

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