Nielsen’s decision to expand its ratings system was broadly dissected and now Nielsen has done everyone a favor and profiled the small portion (less than 5%) of US households that did not fit its traditional definition of a television household, but will start being included in measured samples for the 2013-2014 season. Noting that the number of “zero-TV” households has more than doubled from 2007 to exceed 5 million, Nielsen reveals that three-quarters of the homes have at least 1 TV set, but two-thirds get their content on other devices.
The most common way these households view content through an alternative device is via the computer (37%), followed by on TV internet (16%), via smart phones (8%), and via tablets (6%). Almost half of these homes watch TV content through subscription services.
The study shows marked demographic differences between the traditional TV home and “zero-TV” homes. The latter tend to be much younger: 44.4% are younger than 35, more than double the proportion (18.1%) of traditional TV homes. Read the rest at MarketingCharts.