Select Page

Nielsen-Profile-Zero-TV-Homes-Mar2013Nielsen’s decision to expand its ratings system was broadly dissected (including here) and now Nielsen has done everyone a favor and profiled the small portion (less than 5%) of US households that did not fit its traditional definition of a TV household, but will start being included in measured samples for the 2013-2014 season. Noting that the number of “zero-TV” households has more than doubled from 2007 to exceed 5 million, Nielsen reveals [download page] that three-quarters of the homes have at least 1 TV set, but two-thirds get their content on other devices.

The most common way these households view content through an alternative device is via the computer (37%), followed by on TV internet (16%), via smartphones (8%), and via tablets (6%). Almost half of these homes watch TV content through subscription services.

The study shows marked demographic differences between the traditional TV home and “zero-TV” homes. The latter tend to be much younger: 44.4% are younger than 35, more than double the proportion (18.1%) of traditional TV homes.

Looking at ethnicities, 10.1% of “zero-TV” homes are Asian, compared to 4.5% of traditional TV households. Hispanics and blacks, though, are less likely to belong to a “zero-TV” home than a traditional TV home.

Meanwhile, “zero-TV” homes are more likely to have no kids (80.9% vs. 66.7%), and more likely to feature people who live alone (41.2% vs. 26.2%). Cost (36%) and lack of interest (31%) are the main reasons these homes have spurned the traditional method of viewing TV, and less than 1 in 5 are considering subscribing to TV services.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match

Pin It on Pinterest

Share This