Nielsen has published the results of a study into the demographic breakdowns of video viewers. The study covers traditional television, time-shifted TV, DVR playback, online video, and mobile video. So basically… it covers all kinds of video. The aim? To break down the viewing habits by race, gender, and age. And the results might surprise you.
Women Watch More Video Than Men
Nielsen says that, in general, women watch more video than men–women of all age groups outpace their male counterparts for video viewing. Women older than 2 years of age watch 16 hours of standard television more per month than their counterparts.
However, when you flip from traditional television to Internet viewing, the genders flip spots as well, with men being far more likely to watch online video than women.
Older Americans Watch More Video Than Younger Americans
Within a certain age range, the older a person is the more likely they are to watch video on TV or online. The sweet spot seems to be the 35-49 age group and the 50-64 age group. They lead the pack for both television and Internet video viewing, with the numbers beginning to drop back down once the age goes over 65.
The only place you see a shift toward younger viewers is with mobile video viewing. With mobile, the 18-24 and 25-34 age brackets are right up there in viewership with the 35-49 year-olds.
A whopping 30% of mobile video viewers are between the ages of 25 and 34.
African Americans Watch More Video Than Other Ethnic Groups
When you compare video viewer ethnicity, African Americans watch more video than any other race or ethnic group, with Whites coming in second.
What's really interesting to see in this category is the subtle differences in distribution choices. For instance, Asians watch more than twice as much online video as any of the other three races, and whites are the absolute lowest in mobile video viewing out of all the races.
Cord Cutting Is A Long Way Off
One thing strikes me when I look at that race-and-ethnicity graph from Nielsen: Look how many people are still watching television shows on television. It's a ton. It's darn near all of them. Now… we have to remember that this graph isn't strictly about cable subscribers… or even episodic video content alone. It's all video… regardless of cable subscription or antenna.
But still… when you plot out a graph in this way, and give us a chance to see percentages of users who are watching online and mobile video, it's a sobering reminder of how far away the cord-cutting cable revolution really is.
Online video is huge today, and on the rise, but we've barely scratched the surface. The tipping point is still a long way off.