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This is truly a golden age of anytime, anywhere media. And rather than Americans replacing TV with the Internet or a mobile device, they are just consuming more—often simultaneously. Despite the availability of video content on the Internet, TV viewing is up by about 20% over the last decade, and the average American watches 141 hours of programming each month. Online video consumption stands at more than three hours a month—up from virtually nothing ten years ago. Mobile viewing is growing, too, as devices and connectivity become more widespread. Smartphone usage is climbing and text messaging is through the roof. On average, teens use more than 3,500 text messages a month and adults about 500.

Top Cross Media Trends in 2010:

1. Convergence is in demand. As American consumers continue to outfit their “home bunkers,” they will invest in the next generation of TV’s that are Internet enabled giving universal access to content across screens combined with the devices in which they’ve already invested, such as HDTVs, DVRs and “over-the-top” systems. And 4G networks make it an all-Internet world.
2. Second and third screen initiatives grow. More content originally for the TV will be accessed on the Web, long-form video content for mobile phones will expand and efforts to make over-the-top systems will become more compelling for accessing Web content.
3. Audience fragmentation continues. The increasing variety and sophistication of media options will make it a challenge to keep viewers engaged and receptive. Evolutions to the media universe will need to follow the new laws of increasing portability and increasing content.
4. New and varied approaches to content are created. New, low-cost models are key (e.g., Jay Leno’s nightly 10 p.m. program on NBC). Low-performing networks will go extinct and free on demand online offerings will need reconsideration.
5. Multiple distribution opportunities are formed. Deals—including the Comcast/NBC deal—will create new outlets for programming, while studios replace the traditional executive brand builders responsible for a number of distribution channels.

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According to The Nielsen Company, global* consumers spent more than five and half hours on social networking sites like Facebook and Twitter in December 2009, an 82% increase from the same time last year when users were spending just over three hours on social networking sites. In addition, the overall traffic to social networking sites has grown over the last three years.

Globally, social networks and blogs are the most popular online category when ranked by average time spent in December, followed by online games and instant messaging. With 206.9 million unique visitors, Facebook was the No. 1 global social networking destination in December 2009 and 67% of global social media users visited the site during the month. Time on site for Facebook has also been on the rise, with global users spending nearly six hours per month on the site.

U.S. Growth in Average time Person on Facebook and Twitter Outpaces Growth of Overall Category

People in the U.S. continue to spend more time on social networking and blog sites as well, with total minutes increasing 210% year-over-year and the average time per person increasing 143% year-over-year in December 2009. Year-over-year growth in average time spent by U.S. users, for both Facebook and Twitter.com, outpaced the overall growth for the category, increasing 200% and 368%, respectively. Among, the top five U.S. social networking sites, Twitter.com continued its reign as the fastest-growing in December 2009 in terms of unique visitors, increasing 579% year-over-year, from 2.7 million unique visitors in December 2008 to 18.1 million in December 2009. However, month-over-month, unique visitors decreased 5%

Australia Leads in Average Time Spent per Person on Social Media Sites in December

When narrowed by individual country, with 142.1 million unique visitors the United States had the largest number of social media and blog users in December, followed by Japan, which had 46.6 million unique visitors during the month. Australia led in average time per person spent, with the average Australian spending nearly 7 hours on social media sites in December. The United States and the United Kingdom came in a close second and third, with 6 hours and 9 minutes and 6 hours and 8 minutes, respectively.

*Global data takes into account the following countries: U.S., U.K., Australia, Brazil, Japan, Switzerland, Germany, France, Spain and Italy

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