Local TV broadcasters should put more focus on those viewers/consumers who get their local news and information from mobile and other digital devices.
Nielsen says more than 27 million of these consumers — 11% of all adults 18 and older — are in this category, “a very desirable group of viewers and an opportunity for broadcasters everywhere to leverage their unique local content online.”
Nielsen says 64% of these consumers — “local digerati” as Nielsen calls them — are “more likely” to visit a local broadcast TV Web site in the past week.
Generally, they skew female (55%) and younger. In particular, those 25-34 consumers are in this category, making up 25% of all “local digerati.” Those 18-24 years old make up 15%; 35-44, 21%, 45-54, 17%; 55-64, 13%; and 65 and older, 9%.
Local digerati tend to be employed, educated and have higher incomes — 21% earn between $100,000 and $250,000; 17% make $75,000 and $100,000; and 19% earn $50,000 to $75,000. All these income breaks over-index against all adults 18 years and older.
Also of particular interest to broadcasters, Nielsen says 46% of them are largely “light” viewers. Thirty-eight percent of those local digital consumers have visited a local broadcast TV Web site in the past week (a 164 index against adults 18 and older); 36% have watch video on demand in the last 30 days (128 index); and 31% have watched TV program using an online subscription (193).
