StatsPorn: Consumer Electronics Usage and Rankings

Here’s recent research from Nielsen (compiled in November 2009) on consumer electronics usage and category leadership. Everything from TV viewership to smartphone usage to the top gaming platforms. This information is pulled from the summary at MediaPost on January 6. Copied here for your convenience.

Who doesn’t love statistical overload?

U.S. homes with at least one TV 114.9M
U.S. homes that are cable and/or satellite ready 103.6M
U.S. homes with digital cable 50.9M
U.S. homes with satellite TV 32.7M
TVs in the U.S. that are HD capable 47.4M
U.S. homes with a VCR 75.8M (down 10% since 2007)
U.S. homes with a DVD player 101M (up 1% since 2007)
U.S. homes with a DVR 36.7M (up 12% since 2007)
Source: The Nielsen Company, November 2009
Percentage Of TV Households That Own:
1 TV Set 16.7%
2 TVs 28.3%
3 TVs 25.1%
4 or more TVs 26.0%
Source: The Nielsen Company, November 2009

How (and How Much) We Watch

  • Almost 99% of video content watched in the U.S. is on traditional television
  • The average American watches 31.5 hrs of TV per week
  • An average DVR user watches 7 hrs 54 minutes of time shifted TV each month (up 22.5% from 2008)
  • Kids aged 6-11 watch 28 hrs of live TV a week
Mobile Phones
U.S. mobile phone users 13+ 223M
Number of mobile Web users 60.7M (up 33% from 2008)
Percentage of mobile devices that are smartphones 18% (up from 13% in 2008)
Percentage of mobile device owners that streamed audio 8%
Percentage of mobile device owners that viewed video via their mobile phone 7%
Percentage of mobile devices sold in Q3 2009 that were smartphones 25% (estimated 40%-50 in 2010)
Source: The Nielsen Company, November 2009
Looking Ahead To Mid-2011
Estimated smartphone user base 150M
Estimated mobile subscribers 300M+
Estimated users of mobile web 120M
Estimated users watching mobile video 90M
Source: The Nielsen Company, November 2009

Growth of cellphone only homes in the U.S.

  • 2009… 21%
  • 2008… 18%
  • 2007… 15%
Top 5 Smartphones (% Ownership)
Blackberry 8300 Curve 17%
Apple iPhone 3G 15%
Apple iPhone 3G S 12%
Blackberry 9530 Storm 6%
Blackberry 8100 Pearl 5%
Source: The Nielsen Company, November 2009

Top 5 Mobile Web Sites

  • Google Search
  • Yahoo! Mail
  • Gmail
  • Weather Channel
  • Facebook

Top Social Networks on Mobile Phones

  • Facebook
  • MySpace
  • Twitter

Top 5 Mobile Video Channels

  • YouTube
  • Fox Interactive Media
  • Weather Channel
  • Comedy Central
  • CBS


  • 195M Active U.S. Internet users
  • 160.3M People who accessed the Internet via a broadband connection: (93.3%… up 16% from 2008)
  • 138.4M Unique viewers of video (up 11.4% from 2008)
  • 11.2B Total online video streams viewed monthly (up 17% from 2008)
  • 200.1 minutes Average time spent viewing online video per viewer monthly (up 12.5% from 2008)

Social Networking

  • Facebook reaches 56% of the active U.S. Internet universe with an average usage of 6 hrs a month per user
  • Facebook is the #3 site visited by users 65 and older
  • Twitter grew 500% year-over-year
  • Time spent on social networking sites in the U.S. increased 277%
  • The average U.S. worker spends 5 hrs a month visiting social networks at the office
  • 32% of all mobile web users visited a social network
Top 5 Computer Brands Among U.S. Adults (By Percent Of Ownership)
Dell 49.8%
HP 26.4%
Compaq 12.6%
Mac/Apple 11.3%
Percentage of U.S. adults who have two or more computers 57.7%
Percentage of U.S. adults who purchased a laptop computer in the past 12 months 12.9%
Source: The Nielsen Company, November 2009
Top Networking Sites Year-Over-Year Trend (Unique Audience)
Site Nov. 2007 Nov. 2008 Nov. 2009
Facebook 21.97M 47.54M 109.7M
Myspace 57.39M 59.12M 50.92M
Twitter N/A 3.17M 19.07M
Classmates 11.46M 14.6M 12.27M
Linkedin 5.44M 11.64M 12.13M
Source: The Nielsen Company, November 2009

Video Games

  • 73% of households own a device they specifically use for gaming
  • 54% of households own a video game console or handheld system
  • 41% of households have 7th generation game console
  • 23% of households own a handheld console
  • 45% of active gamers are female (defined as playing at least one hour per week)
  • 49% of Nintendo Wii owners are female and 52% of Sony Playstation Portable (PSP) owners are female
Top Game Consoles Ranked By Share Of Total Usage Minutes
Xbox 360 23.1%
PlayStation 2 20.4%
Nintendo Wii 19.0%
Source: The Nielsen Company, November 2009

Audio File

  • 49.1M U.S. homes have MP3 players
  • 20.5M U.S. homes have satellite radio

Source All Data: The Nielsen Company as of Nov 2009, (Company-wide reports and surveys)

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