Nielsen Reports on Shanghai Three Screen Pilot

Nielsen has released initial findings from its China 'Three Screen Report', which aims to provide insights into how Chinese consumers are using TV, Internet and mobile platforms.

Shanghai is the first city outside the USA that Nielsen has selected for the measurement system.

The pilot makes use of a single-source research approach that continuously tracks the usage of multiple platforms with electronic measurement of TV and online behavior, and self-reported insights for mobile.

Nielsen's findings show that among Shanghai households with TV, PC, and mobile devices, TV continues to be the dominant media platform. Households spent nearly six times longer watching TV at home than accessing the Internet (156 hours per month for TV, 27 hours for Internet).

Of those respondents who access the Internet, many were surfing while watching TV; nearly half (44%) engaged in 'simultaneous viewing' at some point over the past month.

The report also found that while 94% of panellists occasionally checked their mobile phones while watching TV, only 11% report using their mobile phone to watch videos at some stage over the past month.

'With the country's emphasis on Next Generation Broadcasting and the integration for TV/radio broadcast, Internet, and telecoms networks in the next five years, Chinese consumers have increasingly adopted digital cable TV, IPTV, high speed Internet, and 3G cellular services,' explained Jed Myer, MD of Media Services.

Last year, Nielsen confirmed that 'three screen' measurement remains central to its strategy, and said it had invested more than $1bn in the area in the past three years.

'It is critical that media and marketers alike better understand what and how consumers watch, as more and more content and services are available via multiple platforms,' added Myer.

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• Nielsen Media Research
• All news