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US Leads in Mobile Video But Lags Globally in a Nielsen Report on Video Consumption

Nielsen recently did an extensive study on video consumption across multiple platforms. It looks like people are adding screens to their viewing habits and not necessarily replacing them. So people are still watching lots of television, even as more and more people watch video online and are now moving to tablets and mobile phones.

They polled 15 countries for their study and found that the United States has 8.8% penetration for mobile video consumption. That’s fairly high, but not as high as the overall global average which sits at 11%. You’ll notice that Nielsen didn’t poll many Asian countries (Japan, etc.) where usage is much higher, and therefore pulls the average up.

Interestingly, there’s quite a lot of variance between major European countries. France has 8% market penetration for mobile video consumption, while Germany (a “well-connected” place) lags far behind with only 2.5%. That’s a very surprising number, as it sits even below countries such as Spain and Italy.

According to Nielsen, approximately 70% of global online consumers watch online video. That’s an amazingly huge number. But, the trends are moving quicker when it comes to mobile viewing of video. And even to tablets, where Nielsen reports that globally, 11% of online consumers already own or plan to purchase a tablet (such as an iPad) in the next year.

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