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This article was published on August 5, 2010

Nielsen on online video: North America and Europe lagging behind

Nielsen on online video: North America and Europe lagging behind

A report just released by market research group Nielsen states that both North America and Europe are lagging behind the other major regions of the world in its index of global online video usage (data is from March 2010).

The report includes a wide range of information on global video viewing, including offline viewing, but certainly the most striking findings revolve around online video. Here are the major findings about online and mobile video from the study:

  • Approximately 70% of global online consumers watch online video; but North Americans and Europeans lag in adoption.
  • More than half of global online consumers watch online video in the workplace.
  • Mobile video is already used by 11% of global online consumers: penetration is highest in Asia-Pacific and among consumers in their late 20s.
  • Tablet PCs are expanding the definition of mobile video. Globally, 11% of online consumers already own or plan to purchase a tablet PC in the next year.
  • Connected consumers in Asia-Pacific are 45% more likely to use mobile video than the global average.

China and Indonesia have the highest index ranking of online video usage at an index of 126, while the United States is tied for #36 with Greece, Ireland, New Zealand and South Africa with an index ranking of 90. Even more surprising: Japan sits next to last with an index score of only 46, beating out only Denmark with a score of 30.

Mobile numbers are even more drastic with North America and Europe far behind the other three major regions in the report – and the same thing goes for watching video while at work.

You can download a PDF of the full report for free by filling out a simple form here.