global media habits 2010 how media is consumed around the world

*United States estimate based on Q1 2010 monthly average. For all of the most current estimates of U.S. cross-platform video consumption, please refer to Nielsen’s U.S. Three Screen Report. **China estimate for directional use only, based on China 3 Screen Shanghai Pilot, April 2010. Source: The Nielsen Company, Global Television Audience Measurement. Minimum reporting age is 4; except in Indonesia, New Zealand, Turkey (5); in Sweden (3); in Philippines and United States (2) and in Australia, Cyprus, Dominican Republic and Italy (0).

Global Media Habits 2010How media is consumed around the world

Average Daily Time Spent Viewing Television by Person Across Measured Markets

hours:minutes

5:39

5:18

5:04

5:03

4:49

4:47

4:18

4:17

4:14

4:06

3:41

3:303:28

Serbia

Macedonia

United States*

Greece

Croatia

Hungary

Italy

Turkey

Poland

Puerto Rico

Lebanon

Philippines

Slovenia

hours:minutes

3:22

3:18

3:16

3:10

3:08

3:06

3:05

3:01

2:59

2:41

2:36

2:352:11

Mexico

Malaysia

South Africa

Sweden

New Zealand

South Korea

Ireland

Indonesia

Australia

Taiwan

China**

Venezuela

Thailand

Serbians watch the most TV per day

Source: Global TGI network, coordinated byKantar

Number of TVs Per Household in Selected CountriesSpain, United Kingdom, USA, Chile, Columbia, Venezuela and Mexico have the greatest number of TVs


Country 2005 2010 Country 2005 2010 Country 2006 2010

Germany 1.331 1.568 UAE 1.230 1.217 Argentina 1.626 1.676

Spain 1.948 2.106 Kenya .734 .803 Brazil 1.659 1.822

France 1.618 1.810 South Africa 1.078 1.146 Chile 2.414 2.482

United Kingdom

2.158 2.228 Japan 1.918 1.765 Columbia 1.818 2.071

Italy 1.872 1.781 India 1.114 .967 Ecuador 1.824 1.916

Egypt 1.076 1.072 China N/A .185 Peru 1.839 1.838

Kuwait 1.244 1.390 Canada N/A 1.892 Venezuela 2.117 2.212

Lebanon 1.529 1.702 USA 2.377 2.429 Mexico 2.060 1.995

Notes: n=27,665 online consumers, ages 15+; Indexed to all respondents, globally. Source: The Nielsen Co., Global Online Survey, March 2010

Index of HDTV Ownership by RegionIndex = 100. Both North America and Europe over-index for HDTV ownership


157

6363

110

90

0

20

40

60

80

100

120

140

160

180

Asia Pacific Europe Middle East, Africa,Pakistan

Latin America North America

Notes: This table includes figures from countries and territories for which WAN had at least one year of data on number of titles or circulation of paid or free dailies. *WAN estimated some figures for countries and territories that do not have a complete set of data for all five years. Source: World Association of Newspapers

Total Number of Newspaper Titles (Paid and Free), 2005-2009By region.


No. of Dailies4 YR % Change

1 YR % Change

Region (No. of Territories*) 2005 2006 2007 2008 2009(2009/0

5)(2009/0

8)

Africa (48) 403 422 448 469 469 16.38 0

North America (27) 2,140 2,143 2,134 2,128 2,145 0.23 0.8

South America (13) 1,112 1,121 1,157 1,293 1,308 17.63 1.16

Asia (48) 5,196 5,513 5,928 6,080 6,241 20.11 2.65

Australia & Oceania (13) 90 92 92 91 91 1.11 0

Europe (47) 2,389 2,497 2,519 2,504 2,493 4.35 -0.44

Total (196) 11,330 11,788 12,278 12,565 12,747 12.51 1.45

6,241 newspaper titles in Asia, a region where the number of dailies is still growing

Circulation of Dailies, 2005-2009Total average circulation, in thousands


Notes: This table includes figures from countries and territories for which WAN had at least one year of data on number of titles or circulation of paid or free dailies. *WAN estimated some figures for countries and territories that do not have a complete set of data for all five years. Source: World Association of Newspapers

Circulation of Dailies4 YR % Change

1 YR % Change


5)(2009/0

8)

Africa (46) 9,267 10,068 10,755 11,681 12,246 32.15 4.84

North America (26) 71,186 70,716 69,710 66,942 64,436 -9.48 -3.74

South America (12) 14,128 14,775 15,670 16,277 15,963 12.99 -1.93

Asia (48)305,79

1321,51

3340,56

2345,88

4348,77

014.06 0.83

Australia & Oceania (13) 3,675 3,735 3,779 3,670 3,626 -1.33 -1.20

Europe (47)109,92

2117,52

1119,45

7118,26

4108,40

6-1.38 -8.34

Total (192)513,96

9538,32

8559,93

3562,71

8553,44

77.68 -1.65

-3.74% North American circulation is declining, but Europe’s rate of decline is greater

Average Circulation Per Title, 2005-2009


By region, in thousands

Notes: This table includes figures from countries and territories for which WAN has information on both number of titles and circulation for both paid and free dailies. *WAN estimated some figures for countries and territories that do not have a complete set of data for all five years. Source: World Association of Newspapers

Circulation Per Title4 YR % Change

1 YR % Change


5)(2009/0

8)

Africa (46) 23.1 24.0 24.1 25.0 26.2 13.42 4.80

North America (26) 33.3 33.0 32.7 31.5 30.1 -9.61 -4.44

South America (12) 13.8 14.3 14.7 13.5 13.2 -4.35 -2.22

Asia (48) 58.9 58.3 57.4 56.9 55.9 -5.09 -1.76

Australia & Oceania (13) 40.8 40.6 41.1 40.3 39.8 -2.45 -1.24

Europe (46) 57.9 59.8 59.9 59.4 56.1 -3.11 -5.56

Total (191) 47.8 48.2 48.0 47.0 45.8 -4.18 -2.55

In Africa, daily newspapers are increasing their circulation

Source: Paul Budde Communication, 2010

Total worldwide broadband penetration, 2005-2009Approximate broadband subscribers, in millions


221

286

344

410

485

580

2005

2006

2007

2008

2009

2010 20%

19%

19%

20%

29%

36%

Annual change 2010

At year’s end, broadband subscribers will number over 500M and account for 35% of all internet connections

Total Number of Broadband Households by Region, 2009Broadband subscriber households, in millions.


108

99

93.5

64.3

27.9

23.6

12.6

Western Europe

South and East Asia

North America

Asia Pacific

Latin America

Eastern Europe

Middle East and Africa

Market share West

ern Europehas the highest percentage of broadband households globally

25%

23%

22%

15%

6.5%

5.5%

3%

Source: Paul Budde Communication, 2010

Note: Figures are rounded. Broadband is defined as a service with minimum speed of 144Kb/s. Figures are based on self reporting by carriers. Source: Paul Budde Communication, 2010

Top ten countries by number of broadband subscribers, 2008-2009Subscribers, in millions


71

70

28.5

21

16

16.5

14.5

10

8

9.5

84

31

24

18

18

15.5

12.5

10

9.5

88China

United States

Japan

Germany

France

United Kingdom

South Korea

Italy

Brazil

Canada

24%Increase in broadband subscribers in China, where the average user spends 2.7 hours a day online

Q1 2008

Q1 2009

Notes: Statistics for Turkey are included in the Middle East. North America includes USA and Canada, but excludes Mexico, which is included in Latin America.

Mobile subscribers by region, 1993-2009Subscribers, in millions


1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

North America

92.9 116 138 151 168 180 208 247 270 292 304

Western Europe

155 235 283 303 332 365 394 428 478 492 519

Eastern Europe

13.5 27 50 74.4 100 190 250 332 376 416 425

Asia Pacific

152 234 330 434 529 645 8491,06

01,33

91,70

02,05

0

Latin America

40.9 63.2 86.8100.

8123.

7175.

1239.

6307.

7381 458 483

Other 20.4 49.3 63.2 69.1 101 120 — — — — —

Middle East

— — — — — — 99 129 169 210 235

Africa — — — — — — 134 195 269 378 463

World Total

470 734 9501,11

31,35

51,67

52,17

42,75

03,34

34,01

24,47

9

2.05BChina, India and Indonesia are markets with high numbers of mobile users

Source: Gartner, Feb. 2010

Worldwide Smartphone Sales by Operating System, 2008-2009By units and market share (%)


Company

2009 2008

Units Market share Units Market share

Symbian 80,878.60 46.9% 72,933.50 52.4%

Research in Motion 34,346.60 19.9% 23,149.00 16.6%

iPhone OS 24,889.80 14.4% 11,417.50 8.2%

Microsoft Windows 15,027 8.7% 16,498.10 11.8%

Linux 8,126.50 4.7% 10,622.40 7.6%

Android 6,798.40 3.9% 640.5 0.5%

WebOS 1,193.20 0.7% NA NA

OtherOS 1,112.40 0.6% 4,026.90 2.9%

Total 172,373.1 100% 139,287.9 100%

NOKIA A majority of smartphones still use its Symbian operating system

Percentages not total 100% because of rounding. Note: As of Q3 2010, the data in this forecast is currently being updated. Source: Forrester

Tablet sales forecast and computing mix U.S., 2008-2015Share of U.S. consumer PC sales by form factor


45%

38%

32%

27%

23%

20%

19%

18%

45%

44%

44%

44%

43%

42%

42%

42%

9%

18%

18%

17%

17%

17%

17%

17%

6%

13%

18%

21%

23%

23%

2008

2009

2010

2011

2012

2013

2014

2015

23%Projected sales of tablets, expected to pass desktop

PC sales

DESKTOP

NOTEBOOK

NETBOOK

TABLET

Mobile Phone Video Penetration by Region, 2010Index = 100. Emerging markets over-index for mobile video


Notes: n=27,665 online consumers, ages 15+; Indexed to all respondents, globally. Source: The Nielsen Co., Global Online Survey, March 2010

145

55

136

118

45

0

20

40

60

80

100

120

140

160

Asia Pacific Europe Middle East, Africa,Pakistan

Latin America North America

Note: Petabyte = one million gigabytes. *CAGR = compound annual growth rate. Source: Cicso

Global Internet Traffic Growth Forecast, 2009-2014Consumer internet traffic, petabytes per month


BY GEOGRAPHY 2009 2010 2011 2012 2013 2014

CAGR* 2009-2014

North America 2,279 3,351 5,015 6,495 8,096 9,652 33%

Western Europe 2,277 3,179 4,538 6,361 8,541 11,143 37%

Asia Pacific 3,251 4,416 5,961 7,944 10,475 13,856 34%

Japan 474 730 1,062 1,457 1,857 2,286 37%

Latin America 297 482 744 1,132 1,727 2,726 56%

Central Eastern Europe 304 447 651 941 1,336 1,893 44%

Middle East and Africa 49 78 120 216 329 515 60%

BY SUB-SEGMENT

File sharing 4,091 5,075 6,197 7,492 9,125 11,340 23%

Internet video 2,776 4,725 7,718 11,026 14,838 19,468 48%

Internet video to TV 107 263 711 1,502 2,686 4,075 107%

Web/data 1,688 2,273 3,006 3,930 4,933 6,134 29%

Video calling 83 128 199 284 407 599 48%

Online gaming 63 86 120 167 226 307 37%

VoIP 122 134 141 144 145 146 4%

Total Consumer internet traffic

8,930 12,684 18,092 24,546 32,361 42,070 36%

AsiaWill be responsible for the biggest slice of internet traffic by 2014

VideoInternet traffic will increase mainly as demand for video grows

global media habits 2010 how media is consumed around the world

Documents

number of titles

circulation of paid

number of dailies

total average circulation

north american circulation

free dailies

south america

change1 yr