只收看廣播電視的家庭每天看電視的時間僅為122.6分鐘。
新浪科技訊 北京時間2月9日早間消息，據外國媒體周四報道，根據市場調研機構尼爾森最新發布的報告顯示，在美國家庭當中，擁有寬帶同時只收看免費的廣播電視節目的數量正在不斷攀升。盡管相關家庭只占據了美國家庭電視用戶的5%，但是這一數據在過去1年當中已經上漲了22.8%。
“有線電視終結者”成為趨勢
此外根據尼爾森的報告顯示，這些家庭的收視習慣也是獨一無二的。在這些只接受寬帶和廣播電視使用的家庭當中，通過流媒體欣賞視頻的人數則高達普通大眾的2倍以上。而看電視的時間則為普通大眾的一半。
不過尼爾森不愿意直接將這些家庭歸類為“有線電視終結者”(Cord Cutters)，但是還是委婉地表示盡管其中有一部分人屬于有線電視終結者(即放棄有線電視，轉而收看流媒體電視或者流媒體視頻的用戶)，還有一些家庭可能本來就只收看廣播電視節目，然后去年又開通了寬帶服務。盡管這兩類用戶的具體比例尚不明確，但是將兩者進行綜合統計，就會得出一個看似渺小，但是卻在不斷增長的群體，已經有越來越多的家庭開始通過互聯網欣賞電視節目，而不再關注需要收費的電視頻道了。
盡管這批新興的消費者與其他擁有多種平臺的家庭一樣，大家都會觀賞傳統電視、欣賞流媒體或者在互聯網上沖浪，但是他們之間最大的差異就在于使用各種設備的時間。
只收看廣播電視的家庭每天看電視的時間僅為122.6分鐘，而擁有多種平臺的家庭每天看電視的時間則高達265.5分鐘。而另一方面，前者觀看流媒體的時間為每天11.2分鐘，而后者則僅為每天5分鐘。
觀看電視習慣發生變化
流媒體的數據非常令人關注，因為無論在哪種家庭中(無論是傳統家庭式的還是寬帶廣播式的)，流媒體都已經開始和電視節目一較高低。也就是說，互聯網有可能不再是電視之外的另一種可選擇的媒體，而有可能徹底改變大眾觀看電視的習慣，將是完全地替代電視。。
具體說來，年輕一代的美國人每天除了看電視之外往往還會參加越來越多的不同活動。在12歲到34歲之間的用戶每月用在看電視上的時間相對較少(每月120.56分鐘)，而那些年紀在35歲以上的用戶則會花費更多的時間，而年紀在55歲以上的用戶看電視的時間最長(高達每月195.10分鐘)。
總的說來，很少有家庭愿意放棄電視或者互聯網中的任何一項。大多數電視家庭用戶(90.4%)都會為付費使用有線電視，而另有三分之二強(75.3%)的用戶使用了寬帶。盡管美國經濟呈現疲軟，但是這兩組數據都在處于穩定的態勢。事實上，付費有線電視和寬帶的用戶數量在過去1年里還上升了5.5%。
尼爾森的調查結果還發現，觀看電視的習慣不僅受到了互聯網的影響。從2008年第三季度到2011年第三季度期間，觀看電視的人數上升了65.9%、觀看移動視頻的人數則上升了205.7%。而在此期間，通過互聯網看電視的用戶人數僅上升了21.7%。這組數據顯示用戶并非會在各個媒體之間進行切換(例如從傳統電視到筆記本電腦)，而如今欣賞視頻的選擇已經越來越多，美國人正在嘗試各種不同的組合，而這種組合也不一定適用于同一個家庭當中的所有成員。
http://techcrunch.com/2012/02/09/nielsen-cord-cutting-and-internet-tv-viewing-on-the-rise/
Nielsen: Cord Cutting And Internet TV Viewing On The Rise
Sarah Perez
http://tctechcrunch2011.files.wordpress.com/2012/02/cross-platform-viewing-chart.png?w=565
cross-platform-viewing-chart
According to a new report from Nielsen, the number of U.S. homes that have broadband Internet, but only free, broadcast TV, is on the rise. Although representing less than 5% of TV households, the number has grown 22.8% over the past year.
In addition, the behaviors within these homes are unique. These broadband/broadcast-only households stream video twice as much as the general population, says Nielsen, and they watch half as much TV.
Nielsen hesitates to dump all these households in the “cord cutters” bucket, though, saying that while perhaps some are cord cutters (the term that refers to those who gave up cable TV for streaming TV/streaming video), other homes may be former broadcast-only homes that now have upgraded Internet service. Even though the exact percentages are unknown, combined, this two groups are making up the small, but growing demographic of Internet TV watching homes without paid TV.
Roughly the same percentage of consumers in this new and growing group of U.S. TV households watch traditional TV, stream or use the Internet as in all the cross-platform homes, but the difference is the time spent on these activities.
The broadcast-only homes spent 122.6 minutes per day watching TV compared with cross-platform homes’ 265.5 minutes. Not surprisingly, they stream more video, at 11.2 minutes per day vs. 5 minutes for the traditional households.
Those streaming numbers are interesting, however. Neither household (traditional or broadcast-only) is streaming the equivalent of even a sitcom’s worth of television. In other words, the Internet may not be just a new medium for TV to travel over, it’s an alternative to TV watching entirely.
Specifically, younger Americans are growing up involved in different activities beyond staring vacantly at the TV screen, it seems. Those aged 12 to 34 are spending less time in front of the TV (120.56 monthly minutes), but those older than 35 are spending more. And those over 55 watch the most (195.10 minutes per month).
Overall, few TV households are willing to give up the luxury of either TV or the Internet, regardless of how they choose to view either medium. The vast majority of TV households (90.4%) still pay for a TV subscription, and roughly tw0-thirds (75.3%) pay for broadband. The percentages of both have remained stable, despite the down economy. In fact, the number of homes paying for both a subscription and broadband has even increased by 5.5% over the past year.
TV viewing isn’t just being impacted by the Internet, Nielsen found. From Q3 2008 to Q3 2011, the number of those watching time-shifted TV has increased by 65.9%, and mobile video viewing has seen a 205.7% increase in users. Meanwhile, watching TV on the Internet has increased by just 21.7% during the same time. What these numbers show is that the issue isn’t as simple as switching from one medium to another (traditional TV to video on the laptop, e.g.), but that there are today a plethora of new TV consumption choices. Americans are experimenting with finding the mix that’s right for them. And that mix may not even be consistently applied by every member under the same roof.
