Three-screen viewing behaviour complements traditional TV

The article describes how American consumers are using TV, internet and mobiles, based on data from meter panels, single-source measurements and data fusion.

Three-screen viewing behaviour complements traditional TV

Matthew Dodd and Pete Doe

Americans are still avid traditional TV viewers despite the proliferation of new technology. The Nielsen Company is using a number of different data sources and methods to understand consumers' use of TV, internet and mobile ('three-screen' use).

These include currency meter panel measurements, single-source measurement and data fusion. The latest Nielsen Three Screen Report shows that Americans are spending more time than ever with their TVs, computers and mobiles, and traditional TV still dominates (1).

In the third quarter of 2008, 42% of people aged...

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