Nielsen’s fourth quarter 2013 cross platform report highlights...

Nielsen’s fourth quarter 2013 cross platform report highlights the dangers of self-reported behaviors in viewing content on mobile phones, TVB said in a press release (http://bit.ly/1e6Wh8j). “It’s clear that consumers do not accurately assess the time they spend with media.” Nielsen changed its methodology for measuring and reporting mobile video based on consumers’ actual behavior as monitored by device meters,” TVB said. Previously, Nielsen relied on claimed behaviors in consumer surveys, TVB said. “The differences are striking not only in comparison to TV, which, based on metered data, reached 155 hours and 32 minutes of Monthly Time Spent, but in the degree of overstatement that consumers report versus actual device monitoring.” This disparity “calls into question many recent studies that have proclaimed the demise of traditional media based on self-reported approximations of time spent with digital devices,” it said.