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Twitter users like their TV sites, finds Nielsen

If anyone doubts the booming business of TV, Nielsen published a snapshot of the 2010-11 season today. First off, TV viewing is up again — the average American watched 34 hours and 39 minutes in the fourth quarter of last year, a gain of two minutes. And ad spending is up, too. Overall TV spending reached $69 billion, increasing 8% versus year prior:

One of the most interesting metrics is the overlap between social networking sites and TV sites. Nielsen found that 76% of U.S. visitors to Twitter also visited TV network and broadcast sites. For Facebook, the number is 50%. Overall, it’s 40%.

The biggest jump in consumption is mobile video: 24.7 million mobile subscribers watched video on a mobile phone in the fourth quarter, a 41% increase from last year. And almost half of all Americans (143.9 million) viewed video online in January 2011, spending an average of 4 hours 39 minutes viewing video on PCs/laptops. Wow.

On the time-shifted front, 38% of TV households in the U.S. have now have a DVR. Out of 5 hours and 11 minutes of TV a day, 24 minutes is time-shifted, on average.

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