In the most recent research to come from the USA, mobile
devices are being seen to attract regular TV viewers – but not in the way you
may think.
A survey from the Council for Research Excellence of 6000
Americans aged 15-64 who have broadband internet access at home and watch five
hours or more of TV each week found that the greater part of tablet and
smartphone TV viewing (22% and 28% respectively) occurred between 9am and 3pm –
a time slot that account for only 19% of traditional TV viewers.
Traditional TV usage rose to 25% during primetime Monday to
Saturday schedules, while at the same time smartphone usage halved to 14% and
tablet viewing fell marginally to 20%.
Moving even deeper, the report has shown that mobile TV
viewing was dominated by dramas and comedies, while TV kept the lead as
preferred source for news and business.
We have often discussed the penetration rates of smartphones
and tablets, as well as the increase in mobile viewing percentages across
different demographics, and this new research not just adds to the findings
already discussed, but refines that data by targeting what exactly consumers
are watching in each different media.
What it means for us: Speaking
from personal experience, this research fits perfectly. Many days on the train
I have seen people viewing dramas and comedies on their mobile devices – yet I’ve
never seen anyone watch the news. Extrapolating this to our online and TV
advertising campaigns is the next step in understanding this research. By
knowing precisely what people are watching, on what device, and what time can
help us target these consumers more effectively across different media.
No comments:
Post a Comment