Mobile Internet Television Vision Document
Mobile Internet Television Vision
This trends and strategy report provides an analysis of Internet TV and video in 2010 and offers recommendations for video on Claystone platform.
  • Project Year
  • Creator Name
    Kevin Grant
  • Organization
    Claystone Labs
  • City
  • Creation Date
    19 January 2012
  • Modification Date
    13 March 2021
  • Version

The Global Cross-Platform Evolution

Consumers still watch television to the tune of multiple hours per day, but increasingly that television is high-definition and connected to a digital video recorder.
As consumers move into the next decade, more televisions will be connected to the Internet and many will be displaying images in three dimensions: technologies in which consumers already express considerable interest.

Concurrently, online video is approaching ubiquity and mobile video is becoming a viable option for millions, even while new devices such as tablets are promising to change our very definition of mobile video.

The adoption of cross-platform video is not unique to certain markets or demographic groups. While technological and cultural variations put some markets ahead of others, online consumers in all corners of the globe have demonstrated their appetite for anytime, anywhere video consumption.

For media companies, marketers and researchers, a boundary-less perspective on cross-platform consumption has never been more important.

This trends and strategy report provides an analysis of Internet TV and video in 2010 and offers recommendations for video on Claystone platform.

Millions Tuned in to Their Mobile Phones and Being Eclipsed By New Innovations

Video consumption shows the broadest variation of usage patterns on mobile devices. It is clear that consumers (Nielsen survey 2010) are taking a wait and see approach with respect to mobile video. For many, the jury is still out on mobile as a video platform.
Nielsen’s research showed that for millions of consumers around the world, the phone is already an important viewing screen. Globally, 11% of online consumers watched some video or mobile TV on their phone in March 2010.
Mobile video adoption varies widely by gender (men over-index by 18% while women under-index by 9%) and age (adults 25-29 over index by 73% while adults 60-64 are 73% less likely to use it).

  • As with online video, Europe and North America lag in mobile video adoption Asia-Pacific online consumers are 45% more likely to use mobile video MEAP consumers 26% more likely to use mobile video
  • North Americans and Europeans lag by 55% and 45%, respectively.
    • Often the lag of mobile media adoption in North America and Europe is attributed to the advanced mobile cultures in comparative markets, but it should also be noted that, with regard to video especially, the proliferation of other screen choices also impacts relative mobile video consumption
    • That is to say, slower mobile video adoption in North America and Europe may as much be attributed to the technological advancement and ubiquity of other screens in these markets as it is to the proliferation of mobile technology in more advanced mobile media markets

North America and Europe have moved rapidly past mobile video to newer technologies
like Tablets, 3DTV, and Internet TV.

Internet TV Audience Trends Globally

Traditionally, Nielsen has compiled the TV demographics information.
The Nielsen ratings system has not kept pace with the growth of Internet TV. Internet TV viewing is a rapidly growing market for which Nielsen Ratings fail to account for viewer impact. Apple iTunes, atomfilms, YouTube, and some of the networks' own websites (e.g.,, provide full-length web-based programming, either subscription-based or ad-supported.

Though web sites can already track popularity of a site and the referring page, they can't track viewer demographics. To both track this and expand their market research offerings, Nielsen purchased NetRatings in 2007.

Nielsen published a report in August 2010 investigating Internet TV viewing trends and demographics. Nielsen invested significant resources in the report as the company shifts rapidly to tracking Internet TV trends. Internet TV has fast become highly relevant and is poised to replace traditional forms of TV viewing.

Connected Viewers Consume TV Across Multiple Screen Types

Video consumption across multiple platforms is now a global phenomenon. Consumers in all regions are proving their insatiable appetite for video information and entertainment – thus far adding screens to their media mix, not replacing them.

Nielsen completed a survey of more than 27,000 online consumers in 55 countries (Summer 2010), asking simple questions about how they watch video.

Internet access still varies considerably by region, so the Nielsen survey results are not representative of the total global population, but show us how an important subset of the global population (the connected population) is consuming video across multiple platforms.
The research reveals how connected consumers all over the world are expanding their video experience across screens.

Mobile Internet Television Vision Document


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