Nielsen Media Research on Video on iPods, Additional Analysis, What’s your playmix ratio?

Nielsen conducted some research about video consumption on iPods. It suggests that iPod users do not consume much video on their mobile devices

Interesting report, here’s a some of my additional analysis:

• 1) The entire sample set was not only Video iPod users.
• The research was conducted, “Nielsen monitored a panel of 400 iPod users in the U.S. from Oct. 1-27“
• About 66% has video capability “About one-third of that group doesn’t own a video iPod. “
• 2) Users want to do other things while using iPods, not devoting full attention.
• A few months ago, I suggested that podcasting is an ambient medium, one can consume content while performing other duties. The primary benefit of mobile devices is just that, folks are moving about.
• 3) Podcast consumption indicates browser is the main player
• Previous research indicates that 60% of podcasts are consumed at the browser, and 40% are consumed on mobile devices (I’m trying to remember where that report is).
• Nielsen’s research demonstrates a dramatic skew that only 1% of video is consumed by mobile devices.
• 4) Micro User Experience:
• The screen size of video iPods don’t offer the same appeal as a computer screen
• Shirley bought me the king size Video iPod for my birthday, the screen is tiny, I have to hold it a few inches from my face for it to match the size of the TV in the bedroom or living room.
• There’s a lot of buzz that the next generation of iPods will have a screen on the entire face, improving the experience. Have you ever been the Computer History museum? I can’t wait for the iPod to be an exhibit, I’ll be a dinosaur.
• 5) There are far more Audio Podcasts available than Video
• Research indicates that “1.5 billion songs and 45 million videos” were counted
• There are more barriers to entry for Video, it’s more likely we’ll have more blogs than podcasts, and more podcasts than video.
• Video blogging has higher walls for creation, podcasting phone access, internet access, and a service to record.
• 6) My personal consumption:
• I consume most of my videos within the browser
• Often, I’m watching videos on the couch while the TV is on in the background, most of my attention is on the PC
• I usually consume videos on my iPod while in trains or planes when wanting to be entertained.
• A few times I play the Digg.com video show in my car, but because it’s so conversational, I don’t need to watch in order to get the content.
• My LG VX9800 phone is designed to play video, but I don’t use it that frequently.
• 7) I would estimate my playmix is 95% audio, and 5% video on my video iPod

How do you use your iPod? When do you use it? What’s your playmix ratio between audio and video?

This entry was posted on Tuesday, November 21st, 2006 at 5:39 am and is filed under Podcasts, Social Media, Web Usage. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.