Media consumption jumped 4% in the last year, primarily due to the growth in digital video, on both computers and mobile devices, according to a report issued by Nielsen on Monday.
From Q2 2013 to Q2 2014, digital use grew 16% among persons 18 to 34, with 53% growth in video viewing. The growth in digital viewing for the 35 to 49 and 50 to 64 demos was even more impressive, rising 80% and 60%, respectively. This comes as smartphone penetration tops 70% and tablet use nears the 50% mark.
“This represents a unique opportunity for video producers, TV networks, studios and pure-play digital video players alike, who can leverage the different platforms to deliver their content,” writes Dounia Turrill, SVP of Insights for Nielsen in the report, titled Shifts in Viewing: The Cross-Platform Report Q2 2014.
The report also found that, in the 18 to 34 demo, overall media consumption grew 2% among Hispanics, 8% among blacks, and 10% among Asians.
At the same time, traditional TV viewing dropped slightly, falling 1% for the 35 to 49 demo and 2% for the 18 to 34 and 50 to 64 demos.