Americans watch an average of 136.5 hours of video on their TV sets, 2.9 hours on their PC, and 1.7 hours on a handheld device each month, according to Horowitz Associates. Among those ages 18-34, TV set viewing (122.1 hours per month) still dominates, but PC (5.9 hours) and handheld viewing (3.1 hours) is making inroads.
Eight in 10 Americans (80%) have a handheld device, but only 35% have video access on it. Emerging majorities — 50% of Asians, 42% of Blacks, and 36% of Hispanics — are more likely than Whites (30%) to have video access on their handheld devices. Therefore, it is little surprising that they are more likely than Whites to watch video on handheld devices. The most popular programs Americans watch on handheld devices include:
• Music videos (15%);
• YouTube videos (14%);
• Movies (10%);
• Television shows (8%); and
• Comedy programs (7%).
Emerging majorities are also more likely than Whites to watch video via a PC; most have broadband Internet Access in their homes — 78% of Blacks, 56% of Blacks, and 52% of Hispanics, compared to 78% of Whites. The most popular programs they watch on PC include:
• TV shows (19%);
• News segments (17%);
• Movie previews or trailers (16%);
• Music videos (14%);
• Movies (14%);
• Video segments of sporting events (13%);
• Previews or segments of TV shows (12%);
• Previews or segments of sports news (12%); and
• Children’s programs (9%). [Entertainment, Technology]
Source: “State of Cable and Digital Media 2010, Multicultural Edition,” Horowitz Associates, Adriana Waterson, VP Marketing and Business Development, 1971 Palmer Ave., Larchmont, NY 10538; 914-834-5999; adrianaw@horowitzassociates.com; www.horowitzassociates.com. Price: $10,800.
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