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Live Viewing Still Overwhelmingly Dominates TV

But Time-Shifting Continues Its Gradual Growth

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The demise of traditional TV viewing has been prophesied for some time, but the doom and gloom hasn't become reality yet, according to Nielsen's most recent Cross-Platform Report.

In the first quarter of 2012, viewers spent 4.38 hours per day watching live TV, only six minutes less than they spent in the same quarter in 2008 and still over four hours more than they spent watching DVR playback, according to Nielsen.

Habits vary by viewers' age. Adults 65 years old or older consume the most traditional TV, Nielsen said, at nearly 48 hours in a week. They also watch 1 hour and 54 minutes of time-shifted TV per week. People ages 35 to 49, by comparison, watch just over 35 hours of traditional TV per week plus roughly 3 and a half hours of time-shifted TV.

And time-shifting is growing. DVR usage on the whole grew to 24 minutes per person per day in the first quarter of this year from 12 minutes per day in the first quarter of 2008, according to Nielsen.

Video-game consoles are also being used more frequently, with the average time growing to 14 minutes in the first quarter of 2012 from 9 minutes in first-quarter 2008. For the most part, those who have a console that serves as both a gaming vehicle and a video content purveyor spend even more time on the device.

Nielsen research found that live TV continues to overwhelmingly dominate U.S. viewing.
Nielsen research found that live TV continues to overwhelmingly dominate U.S. viewing.
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