Nielsen: The “Battle of the Sexes” on the Mobile Internet

The word “innovation” is a happy word for consumers. Often, technological breakthroughs make consumers’ lives easier and perhaps better. However, to reach that beautiful end result—whether it’s a revolutionary new device for viewing video content or a social media platform that kicks off a revolution—innovation often involves the blood, sweat, and tears of the people who bring the concept to life. In fact, bringing an idea to market is only the first step in an endless process that also includes updating, improving, and perfecting the product.

For the Nielsen 2013 Q4 Cross-Platform Report, innovations in our measurement methodology reflect the evolving media landscape. As content creators and organizations address media fragmentation head-on, so do Nielsen’s measurement methodologies—and the magnitude, scope, and scale of their observations and analysis. For the first time in a cross-platform report, Nielsen shifted its reporting on mobile usage and mobile video usage from survey-based analysis to metrics measured via electronic phone.

When it comes to U.S. smartphone and tablet users, women are winning the battle of the sexes when it comes to time spent consuming media via apps and the mobile web. In fact, while all smartphone users spent 89% of their mobile media time via mobile apps in the fourth quarter of 2013, women spent nearly an hour and a half more using mobile apps than men. The numbers are even more different among tablet users. In the fourth quarter of 2013, women spent more than five hours more using mobile apps on tablets than men, and more than two hours more using the mobile web!

Overall, the 2013 Q4 Cross-Platform Report found that Americans consume an average of nearly 60 hours of content per week across different platforms including TV, radio, the Internet and mobile phones.

In terms of viewing, the report found that in the fourth quarter of 2013, the average American adult watched more than five hours of live TV per day.

Via: 199it Translated from Nielsen