online video: consumption habits of the power mom jessica hogue the nielsen company
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Online Video: Consumption Habits of the Power Mom
Jessica HogueThe Nielsen Company
Online video usage is growing
144 million U.S. viewers and counting
+45% growth in timespent streamingSource: The Nielsen Company; January 2011
Mom’s time is precious … but she’s creating time for online video
Source: The Nielsen Company
Understanding the situational + emotional triggers of video usage
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What distinguishes Mom’s consumption habits?When is she viewing?What genres top of her list?
What daily life occurrences and needs prompt her digital and video usage? What mindsets prevail when she is viewing? Vegging out, staying connected?
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Blending audience measurement + digital ethnography for a 360⁰ view
Demographic Breakdown Passive streaming behavior via Nielsen VideoCensus
35 women from Nielsen MegaPanel Medium-high TODAY.com streamers (visit
4x+ in 6 mos. period) Kids and no kids 23 states represented Working and non-working
Respondents equipped with video cameras spent 10 days documenting their digital lives
Source: The Nielsen Company
‘Prime time’ is all the time for Mom
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Moms spend more time online compared to an all female audience.
Total Time Online Indexed to Total Female Audience
Source: The Nielsen Company
Daily digital routines are structured
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Online activity occurs in spurts
Setting the table for the day with email, then social nets (typically ) ), weather, news & financial headlines
Streaming full shows is infrequent
Moms (and all women) scour for snippets
Source: The Nielsen Company
Digital Routines Video
Digital (+video) diversions = the new coffee break
Source: The Nielsen Company
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What they’re watching …
Source: The Nielsen Company; March 2011
Top Online Video Brands by Unique ViewersFemale 21+ w/ Kids 2-17. March 2011
Video Brand Unique Viewers (000) Total Streams (000)YouTube 20,846 1,091,970Facebook 7,253 27,302
VEVO 7,152 60,730Yahoo! 5,100 30,127
MSN/WindowsLive/Bing 2,945 32,245Hulu 2,110 106,033
Fox Interactive Media 1,962 16,817AOL Media Network 1,911 14,123
Disney Online 1,792 16,960The CollegeHumor Network 1,620 3,508
Initially moms demonstrated a lot of co-viewing behavior but mainstream sites not consume most of their time
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What they told us …
Hulu, Netflix and YouTube are popular with working and non working moms
Most ethnography respondents stream TV on Hulu due to:
Superior audio quality Superior video quality Low/Minimal buffering
Tolerance for commercial breaks is high! Advertising is deemed a small price to pay for convenient content
Source: The Nielsen Company
Videos shared through her social networks are embedded with trust
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Source: The Nielsen Company
Moms account for 1/4 of all streams
occurring on social networks
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Video fits into her structured digital life – a key benefit for Mom
Rich Experience: Videos go deeper and offer a more tangible connection given the personal nature of shared content or novelty of subject matter
Trust/Reliability: Moms favor videos that are sent to them owing to Trust/Reliability of sources while cutting through the clutter
Controlled Viewed (“When I want it”): Videos are filed for later viewing when “I need a break or I am feeling bored,” thus reiterating its role as a mental energizer OR
“Because I missed it”: I catch up on shows at work as I go to bed early…”
Low / No Cost
Source: The Nielsen Company
Emotional Triggers Video
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… and meets emotional needs too
Social Currency: She needs to be in the know
Help, I’m bored. Please energize me!: Women look to viral videos, TV shows and movies as boosters; checking Facebook and email are “mini-breaks”
Loneliness: SAHMs crave connection
Time to Decompress, “Get Happy”: Escaping the stress of the workday by surfing before bed balances out the day, contributes to their overall well-being
“After reading so many SEC filings in a day, it’s nice to have something fun … like Facebook or another online venue where you can just sort of enjoy it and not think too much
about it in the end, and that’s what I do.” – Alisa G.
Source: The Nielsen Company
Three Big Opportunities
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“Snack-sized” content that she can easily find and share (remember she’s got 7 minutes a day!)“Extras” like behind-the-scenes interviews, outtakes and other extrasContent and creative that meets her need to “catch up,” “energize,” or “decompress,” and keep her from “feeling alone.”
Thanks! [email protected]