Video usage on personal computers, smartphones and mobile tablets has grown nearly 20% overall year-over-year, according to new findings by Nielsen, which examined and compared a month of media usage – May – in both 2014 and 2015.
The greatest percentage increase in digital video usage was found to take place overnight and in the early morning hours. Between 5:00 AM and 8:00 AM, usage in this regard has increased 38%, the measurement company found. The 9 p.m. hour saw an increase of more than 700,000 adult users of digital video year over year.
The findings come from Nielsen’s second-quarter “Total Audience Report,” which analyzes media usage across TV, radio, TV-connected devices, personal computers, smartphones and tablets.
Nielsen found that TV use is strongest between 6 p.m. and 6 a.m., when it accounts for at least half of all media use. TV-connected devices, which can include digital-video recorders, game consoles and DVD players, gain an increasing share of audience later into the evening. Radio usage is greatest between 6 a.m. and 6 p.m., and actually surpasses TV in terms of usage during the 7 a.m. hour. The greatest audience around personal computers aligns with the working day, and takes place between 9 a.m. and 4 p.m. Smartphone and tablet audience use tends to be more stable, and accounts for one in six adult media users throughout the day, Nielsen said.