Cisco Visual Networking Index Survey Finds U.S. Consumers Watch More TV, Mobile Video Than Germans, Swedes or Urban Chinese

Nearly a Quarter of Americans Watch Video on Mobile Phones; New Cisco Application Allows Consumers to Calculate Personal Bandwidth Usage

Cisco (NASDAQ: CSCO) today announced the first phase of results from a new Visual Networking Index (VNI) Pulse Survey designed to assess worldwide consumer video behaviors and attitudes. The study, conducted by the Center for the Digital Future at the University of Southern California Annenberg School for Communication and sponsored by Cisco, highlights consumer video consumption and attitudes about video in the United States, urban China, Germany, and Sweden. Survey respondents answered questions regarding their level of access to media technology, the devices they used for viewing video, the amount of time they spent watching video on different devices, and the reasons they watch video content.

Facts

• Cisco® VNI Pulse activities provide qualitative views of network-based consumer video-usage patterns and trends through direct data collection (see Cisco VNI Pulse political survey). This research complements the latest Cisco VNI Forecast, which provides quantitative data and projections for global Internet Protocol (IP) networking growth and video usage based on Cisco's analysis and independent analysts' forecasts.





• For this initial phase of the study, more than 1,000 consumers from each of the four target countries completed online or telephone questionnaires about their video usage during the month of November 2008.





• Key findings




• U.S. consumers watch the most TV: an average of 3.8 hours per day. Germans watched 2.9 hours on average; Swedes, 2.1 hours; and urban Chinese, 1.8 hours.

• Urban China has the largest percent of users who watch online video via their PCs, at 97 percent, with the U.S. following at 81 percent.

• The U.S. has the largest percentage of users watching video on a mobile phone, at 23 percent.

• U.S. respondents who watch video on their mobile phone spend an average of 36 minutes per day doing so.

• Eighty-five percent of the German respondents are interested in viewing Internet video on their TV sets, compared with 55 percent of Swedes, 54 percent of Americans, and 35 percent of urban Chinese.

• U.S. respondents watch 2.5 times as much professional video content (TV programs and movies) as they do user-generated video content on their PC or laptop. German respondents watch twice as much user-generated video on their PC or laptop as they do professional video content.

• On average, American respondents who use a PC or laptop to view video spend 1.5 hours per day doing so. They are well ahead of the Swedes (who spend 0.7 hours per day), equal to the Germans (1.5 hours per day) and slightly below the Chinese (1.9 hours per day).

Supporting Quotes:

• "Networked video is everywhere. People around the world of all demographics are using networked video as a communications medium to connect with the people and the content they care about most," said Ken Wirt, vice president of consumer marketing for Cisco. "Whether they are seeking entertainment, information, education or communications, people are using video to meet their needs. With medianet-enabled networks as the platform for these consumer video experiences, service providers can enable the highest-quality visual networking experiences possible."

• "Our research identifies the innovative ways people are choosing to communicate, discover entertainment content, and access video information in different locations on multiple devices," said Jeff Cole, director, Center for the Digital Future, USC Annenberg School for Communication. "Video is being added to more and more applications and showing up in more and more locations. We see a common thread that people are using video to remove global boundaries, build intimate relationships faster, and have collaborative interactions across distances."

Cisco is sponsoring research for an additional eight countries, which will be released later this year. Cisco's ongoing analysis of the aggregate data generated by its new personal bandwidth calculator application will contribute to a broader understanding of evolving consumer networking trends.

• Cisco Visual Networking Index (VNI) PC Pulse Application: This free application is designed to show users how much network bandwidth they consume and the types of applications they use. This application shows users the amount and types of traffic that flow to and from their computer and provides aggregated network usage proofpoints of all global users of this application for comparison purposes. Click here to learn more and to download the application.

Additional Supporting Resources:

• Cisco Visual Networking Index Forecast home page: http://www.cisco.com/go/vni

• Cisco Visual Networking Index 2008 Year in Review Video Highlights: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-512048.html

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