Recent data from Nielsen, Interactive Advertising Bureau (IAB), and others confirm that our TV viewing habits are changing.
Nielsen found that the young and the old both use mobile devices when watching TV. About 85% of tablet/smartphone users use the device when watching TV. In fact the 55-64 age group are most likely to use their tablets multiple times per day when watching TV during advertising! Obviously this does not bode well for traditional TV advertisers and the current Pay TV business model. Unless of course service providers embrace second screen apps like the IndyCar app by Verizon to engage users.
Nielsen data also shows the YOY growth for usage is highest for mobile video (24%). Mobile video also beats every other category for YOY growth (10.7%) for monthly time spent per user watching video. The only other category that showed a positive YOY growth is times-shifted TV at home.
Recent detailed IAB study of smartphone video consumption in the US indicates that mobile video usage grows through the day and peaks at traditional “prime time” hours. This study noticed over 63% of mobile video usage occurring at home via mobile apps. Even more interesting, among those watching mobile video at home more than three quarter (78%) watch it in rooms with TVs.
These reports indicate the growing influence of the small screen, often the most convenient one, in our pocket on the largest screen in the house.