medialifemagazine.com
In media savvy, no one nation leads
By Heidi Dawley
Nov 25, 2008 - 5:29:50 AM
When it comes to technology and media use, Americans tend to think they're ahead of the rest of the world, and indeed in some areas they are, such as in time spent online and TV shows watched via the internet.
But there are a lot of areas where Americans actually fall well down the list. And in fact, when it comes to firsts, no one country is dominant. Those honors are divided up pretty broadly among the developed nations.
That's the finding of a new study by Britain’s Office of Communications of the $1.4 trillion global communications market that compared the tech-savviness of 12 developed countries and four rapidly developing countries: Brazil, India, Russia and China.
Looked at together, the countries have seen huge advancements. Between 2002 and 2007, the share of households with broadband connections rose from just 12 percent to some 56 percent.
Yet levels of adoption varied widely even among developed nations. The Netherlands has the highest share at 81 percent, with Canada next a 66 percent and Sweden third at 62 percent. The U.S. was No. 4 at 61 percent.
In DVR ownership, Britain is out front, with 30 percent of Brits saying they have one, compared to just 20 percent of Americans.
But when it comes to internet radio, France leads with some 37 percent saying they listen to radio online. The U.S. is well behind at just 25 percent.
Looking at next-generation broadband networks, Japan dominates.
Some 85 percent of Japanese households are able to connect to the internet through high-speed fiber optic lines that connect directly to their building, versus the much slower copper wire that create the last link between the street and the home for the vast majority of households around the world.
Where Americans lead is in time spent online--about 15 hours per week in 2007 to Britain's 14 hours a week--and TV shows watched online--26 shows a week per person and well ahead of Britain's eight, in large part because of the popularity of free online access through Hulu and other sites in the U.S. and the BBC’s iPlayer in Britain.
But Canadians dominate in social networking, with some 55 percent of internet users saying they visited a social network in 2007, compared to 50 percent of British internet users and 40 percent of Americans.
Overall, the study found that more women surf than men.
Italy is tops in terms of the percentage of all surfers that are women. Some 56 percent of surfers are women. Japan and Spain are next at 55 percent each. In Britain and France the split is 50/50, while in the U.S. just 48 percent of surfers are women.
When it comes to cell phone usage the Irish were the chattiest.
People in the Republic of Ireland spent 179 minutes a month on calls in 2007. The Netherlands and Sweden were next at 176 and 144 minutes per month.
People in the Republic of Ireland also sent the most text messages, firing off 154 a month. That compares to 107 for Americans.
***
Meanwhile, in online ratings for the week ended Nov. 16, according to Nielsen Online, Google claimed the top spot among parent companies, followed by Microsoft, Yahoo, AOL LLC and News Corp. Online. For the third straight week, the top five brands were Google, Yahoo, MSN/Windows Live, Microsoft and AOL Media Network.
Deutsche Telekom AG claimed the top advertiser spot for the second straight week with 3.53 million impressions, with Experian Group Limited second at 1.37 million. With 16.86 million ads served, Yahoo was again the top advertising site, well ahead of No. 2 MSN at 1.93 million.
Sessions per person per week were up one from the previous week to 17, and domains visited per person were up one to 42. PC time per person was up 3 percent compared with the previous week to 18 hours and 59 minutes.
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Top 25 parent companies
Through Nov. 16
|
|
#
|
Parent
|
Unique Audience (000)
|
Reach %
|
Time Spent per Person (hh:mm:ss)
|
|
1
|
Google
|
97,102
|
68.3
|
0:42:34
|
|
2
|
Microsoft
|
87,451
|
61.5
|
0:50:36
|
|
3
|
Yahoo!
|
81,555
|
57.4
|
1:08:28
|
|
4
|
AOL LLC
|
52,214
|
36.7
|
1:26:40
|
|
5
|
News Corp. Online
|
43,914
|
30.9
|
0:42:30
|
|
6
|
eBay
|
33,149
|
23.3
|
0:55:39
|
|
7
|
InterActiveCorp
|
29,879
|
21.0
|
0:10:45
|
|
8
|
Amazon
|
29,021
|
20.4
|
0:13:39
|
|
9
|
Wikimedia Foundation
|
26,204
|
18.4
|
0:10:00
|
|
10
|
Apple Computer
|
25,555
|
18.0
|
0:39:07
|
|
11
|
CBS Corporation
|
25,100
|
17.7
|
0:10:49
|
|
12
|
New York Times Company
|
24,443
|
17.2
|
0:10:39
|
|
13
|
Turner Network (Division)
|
23,874
|
16.8
|
0:20:47
|
|
14
|
Facebook
|
23,736
|
16.7
|
1:02:03
|
|
15
|
Walt Disney Internet Group
|
23,675
|
16.7
|
0:22:10
|
|
16
|
Landmark Communications
|
19,129
|
13.5
|
0:11:27
|
|
17
|
AT&T Inc.
|
18,424
|
13.0
|
0:20:14
|
|
18
|
RealNetworks, Inc.
|
15,525
|
10.9
|
0:17:58
|
|
19
|
Wal-Mart Stores
|
14,272
|
10.0
|
0:09:45
|
|
20
|
Verizon Communications
|
13,914
|
9.8
|
0:18:28
|
|
21
|
Comcast Corp.
|
13,814
|
9.7
|
0:27:56
|
|
22
|
Viacom Digital
|
13,659
|
9.6
|
0:25:31
|
|
23
|
Glam Media
|
13,581
|
9.6
|
0:09:38
|
|
24
|
CraigsList
|
13,356
|
9.4
|
0:37:06
|
|
25
|
Time Warner (Division)
|
12,704
|
8.9
|
0:10:39
|
|
Source: Nielsen Online
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|
Top 25 brands
Through Nov. 16
|
|
|
Parent
|
Unique Audience (000)
|
Reach %
|
Time spent per person (hh:mm:ss)
|
|
1
|
Google
|
88,739
|
62.4
|
0:30:41
|
|
2
|
Yahoo!
|
80,272
|
56.5
|
1:09:04
|
|
3
|
MSN/Windows Live
|
66,060
|
46.5
|
0:50:05
|
|
4
|
Microsoft
|
55,772
|
39.2
|
0:19:55
|
|
5
|
AOL Media Network
|
52,214
|
36.7
|
1:26:40
|
|
6
|
YouTube
|
39,131
|
27.5
|
0:30:38
|
|
7
|
Fox Interactive Media
|
36,705
|
25.8
|
0:44:04
|
|
8
|
eBay
|
26,392
|
18.6
|
0:59:43
|
|
9
|
Wikipedia
|
25,999
|
18.3
|
0:10:02
|
|
10
|
Apple
|
25,555
|
18.0
|
0:39:07
|
|
11
|
Amazon
|
24,561
|
17.3
|
0:12:34
|
|
12
|
Facebook
|
23,736
|
16.7
|
1:02:03
|
|
13
|
Ask Search Network
|
20,588
|
14.5
|
0:09:58
|
|
14
|
Blogger
|
19,942
|
14.0
|
0:06:46
|
|
15
|
CNN Digital Network
|
18,034
|
12.7
|
0:20:00
|
|
16
|
Weather Channel
|
16,850
|
11.9
|
0:12:06
|
|
17
|
About.com
|
16,138
|
11.4
|
0:03:16
|
|
18
|
Real Network
|
15,525
|
10.9
|
0:17:57
|
|
19
|
AT&T
|
14,721
|
10.4
|
0:22:38
|
|
20
|
Glam Media
|
13,581
|
9.6
|
0:09:38
|
|
21
|
Craigslist
|
13,356
|
9.4
|
0:37:06
|
|
22
|
Wal-Mart Stores
|
12,083
|
8.5
|
0:09:48
|
|
23
|
Bank of
America
|
11,675
|
8.2
|
0:20:19
|
|
24
|
Target
|
10,917
|
7.7
|
0:06:06
|
|
25
|
Comcast
|
9,751
|
6.9
|
0:36:35
|
|
Source: Nielsen Online
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|
Top 25 advertisers
(excludes house ads)
Through Nov. 16
|
|
#
|
Company
|
Impressions (000)
|
|
1
|
Deutsche Telekom AG
|
3,534,158
|
|
2
|
Experian Group Limited
|
1,367,866
|
|
3
|
Scottrade, Inc.
|
1,123,529
|
|
4
|
AT&T Corp.
|
944,265
|
|
5
|
NexTag, Inc.
|
801,837
|
|
6
|
Sprint Corporation
|
795,667
|
|
7
|
Apollo Group, Inc.
|
749,147
|
|
8
|
General Motors Corporation
|
693,171
|
|
9
|
Vonage Holdings Corp
|
692,257
|
|
10
|
Netflix, Inc.
|
620,302
|
|
11
|
InterActiveCorp
|
608,560
|
|
12
|
E*TRADE FINANCIAL Corp.
|
543,037
|
|
13
|
United Online, Inc.
|
538,093
|
|
14
|
HSBC Holdings plc
|
506,605
|
|
15
|
Avon Products, Inc.
|
496,275
|
|
16
|
Ford Motor Company
|
457,655
|
|
17
|
Verizon Communications, Inc.
|
437,608
|
|
18
|
TD Ameritrade Holding Corporation
|
390,062
|
|
19
|
Bank of America Corporation
|
343,612
|
|
20
|
National Council on Problem Gambling
|
339,347
|
|
21
|
Monster Worldwide, Inc.
|
331,409
|
|
22
|
Fandango, Inc.
|
329,410
|
|
23
|
True
|
301,890
|
|
24
|
Morgan Stanley
|
299,500
|
|
25
|
eBay, Inc.
|
288,664
|
|
Source: Nielsen Online, AdRelevance
Note: Nielsen Online, AdRelevance service estimated online advertising expenditures account for CPM-based image-based advertising. All reported estimated expenditures and impressions do not account for the following placement types: text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ("pre-rolls") players, messenger applications, partnership advertising, promotions and email campaigns. AdRelevance currently does not report estimated spending for paid search advertising. Also, Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
|
|
Top 25 advertising sites
(excludes house ads)
Through Nov. 16
|
|
|
Company
|
Impressions (000)
|
|
1
|
Yahoo!
|
16,858,701
|
|
2
|
MSN
|
1,934,533
|
|
3
|
MSNBC
|
1,458,056
|
|
4
|
MySpace
|
1,273,462
|
|
5
|
Comcast.net
|
1,163,791
|
|
6
|
AOL.com
|
1,161,650
|
|
7
|
FOXNEWS.COM
|
858,413
|
|
8
|
Facebook
|
838,250
|
|
9
|
eBay
|
608,609
|
|
10
|
IMDb
|
604,589
|
|
11
|
CNBC
|
508,983
|
|
12
|
The Weather Channel
|
469,070
|
|
13
|
Perezhilton.com
|
427,342
|
|
14
|
Juno
|
402,427
|
|
15
|
New York Times
|
368,244
|
|
16
|
Photobucket
|
334,702
|
|
17
|
ESPN.com
|
310,508
|
|
18
|
CNN Money
|
306,015
|
|
19
|
NeoPets
|
293,239
|
|
20
|
Amazon
|
284,502
|
|
21
|
NetZero
|
275,453
|
|
22
|
Pogo
|
261,193
|
|
23
|
Charter.net
|
237,127
|
|
24
|
Tagged
|
224,022
|
|
25
|
CNN
|
215,129
|
|
Source: Nielsen Online, AdRelevance
Note: Nielsen Online, AdRelevance service estimated online advertising expenditures account for CPM-based image-based advertising. All reported estimated expenditures and impressions do not account for the following placement types: text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ("pre-rolls") players, messenger applications, partnership advertising, promotions and email campaigns. AdRelevance currently does not report estimated spending for paid search advertising. Above data does not include any house advertising activity. Also, Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
|
|
Average use
Through Nov. 16
|
|
|
Current Week
|
Last Week
|
% Change
|
|
Sessions/Visits per Person
|
17
|
16
|
6.25
|
|
Domains Visited per Person
|
42
|
41
|
2.44
|
|
PC Time per Person
|
18:59:26
|
18:27:28
|
2.89
|
|
Active Digital Media Universe
|
142,111,514
|
142,592,709
|
-0.34
|
|
Current Digital Media Universe Estimate
|
225,244,252
|
225,274,372
|
-0.01
|
|
Source: Nielsen Online
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© 2010 Media Life
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