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1、THEDIGITALCONSUMERFEBRUARY20141Copyright©2014TheNielsenCompanyMEETTODAY’SDIGITALCONSUMERFormostAmericanconsumers,theireverydaylivesandtheirdigitallivesarenowwhollyintertwined.Somuchsothatin2013,theOxfordDictionaryofficiallycodifiedthetermdigitaldetox
2、–“aperiodoftimeduringwhichapersonrefrainsfromusingelectronicdevicessuchassmartphonesorcomputers…”–byaddingitandthedefinitiontoitsonlineversion(which,ironically,isaccessibleonlyviaadigitaldevice.)Today’sconsumerismoreconnectedthanever,withmoreaccessto
3、anddeeperengagementwithcontentandbrands,thankstotheproliferationofdigitaldevicesandplatforms.Contentthatwasonceonlyavailabletoconsumersviaspecificmethodsofdelivery(suchasviaprint,radioandbroadcasttelevision)cannowbesourcedanddeliveredtoconsumersthrou
4、ghtheirmultipleconnecteddevices.Thisisdrivingthemediarevolutionandblurringtraditionalmediadefinitions.2Copyright©2014TheNielsenCompanyWHAT’SPOWERINGTHENEWDIGITALREALITY?DEVICEOWNERSHIP=EMPOWERMENTToputitsimply,today’sconsumerhasalotofdigitaldevices.A
5、majorityofU.S.householdsnowownhigh-definitiontelevisions(HDTVs),Internet-connectedcomputersandsmartphones,andtheyspendanaverageof60hoursaweekconsumingcontentacrossmultiplescreens.Inadditiontomoredevices,consumersnowhavemorechoicesforhowandwhentheyacc
6、esscontent,suchasbroadband-onlydeliveryofprogrammingandDVRsfortime-shiftedviewing.Inparticular,theownershipofmobiledevicesisrevolutionizingtheconsumershoppingexperience.Increasingly,consumersarerelyingonmobiledevicestoresearchpotentialpurchasesandcom
7、parepricesforgoodsandservices.AsU.S.consumerscontinuetotakeadvantageoftheconvenienceofanytime,anywherebrowsingandshoppingviatheirsmartphonesandtablets,thereisahugeopportunityforretailersandbrandstocapturethefullpath-to-purchase.THEDIGITALLIVINGROOMTh
8、erapidadoptionofasecondscreenhastransformedthetraditionalTVviewingexperience.Consumersareusingsmartphonesandtabletsinwaysthatarenaturalextensionsoftheprogrammingtheywatch,likelookingupinformationaboutthecharactersandplotlines,orresearchingandpurchasi
