Nielsen Study: Only 15% of Households Have Smart TVs in USA

If you thought you never wanted to hear the word “hyperlocal,” you’re in trouble. Nielsen’s released a study this week on how television viewing habits change depending on where viewers live and their demographics.

They’ve also discovered “local digerati” or consumers who are younger, come from high-ish income households, and mostly stream  content via mobile devices. Nielsen defines them as:

the nearly 30 million consumers who use their mobile devices, apps and online access for local news, events and information. They represent a very desirable group of viewers and an opportunity for broadcasters everywhere to leverage their unique local content online with this highly engaged audience.

Some key findings:

• 15% of households overall have smart televisions. San Francisco, Sacramento, Houston, Dallas, and New York are the top five markets for them while Philadelphia, Detroit, Charlotte, St. Louis, and Pittsburgh the smallest.
• Across the 25 markets they looked at, 55% of people are still watching live television. Thirty-six percent are watching within seven days, and 8% are using VOD.
• Netflix leads the pack of subscription streaming platforms, with 36% of the market nationally. Amazon has 13% of the pie and Hulu just a 6% sliver.
• Time shifted viewing and OTT viewing are growing in top LPM Hispanic markets; live, broadcast viewing is strongest in top LPM African American markets.
• Only about 11% of adults over 18 years old are “local digerati.” To be one, you have to use social media for new or use apps to find local news and events.
• Nationally, 86% of local digerati have watched broadcast television in the past week; 65% have watched local news.http://www.adweek.com/lostremote/nielsen-study-only-15-of-households-have-smart-tvs/50166