Nielsen2014年第二季度跨平台报告.pdfVIP

SHIFTS IN VIEWING THE CROSS-PLATFORM REPORT SEPTEMBER 2014 THE CROSS-PLATFORM SERIES | Q2 2014 WELCOME DOUNIA TURRILL With much talk of an evolving media landscape, the acceleration SVP INSIGHTS, NIELSEN in device adoption and delivery platforms and shifts in viewing patterns, we sometimes forget to let the numbers speak for themselves. Today we are challenged with an important transition in how media is consumed. We know that traditional television viewing on a TV screen is down, especially for younger viewers, but we also know that overall media consumption is up and growing, driven by an impressive growth in digital video viewing. With this in mind, we should be looking at the consumer’s relationship to media in a different way. Letting the numbers speak for themselves we see that viewers of all ages, ethnicities and races are opting to shift some of their viewing. THIS CONTINUING SHIFT SHOULD BE EMBRACED AS AN OPPORTUNITY. IT’S NOT ABOUT WINNERS AND LOSERS, IT’S ABOUT THE OPPORTUNITY TO ITERATE AND REDEFINE THE RULES OF THE GAME. Driven by younger viewers initially but embraced by older