8/15/2013
Despite the hype, only 2% of TV viewing happens on mobile devices, with 8% happening via laptop, and 89% via the traditional TV, according to the industry research group Council for Research Excellence.
TV viewing habits are evolving. Teens are now more likely to watch time-shifted programming than live shows, under the belief that live TV is “not cool.”
In addition, family co-viewing has regressed to each family member watching their own programs on their own screen.
And the programs that viewers do watch via their mobile devices are typically short clips, used to fill time while waiting. Indeed, 12% of the total time viewers watch programming on their smartphones is in transit, compared to 5% of the time spent watching programs via traditional TV.
Convenience is the top reason viewers watch programs on devices other than the traditional TV. Bingeing is the second factor driving viewers away from the TV set.
Few cite ad avoidance as a reason for watching programs on mobile devices.
SOURCE: Council for Research Excellence, Richard Zackon, 770 Broadway, New York, NY 10003; rzackon@researchexcellence.com; www.researchexcellence.com.
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