New Devices Ushering in a New Age of Television Viewers
(National Harbor, MD – June 19, 2012) Today the Cable &
Telecommunications Association for Marketing (CTAM) and research partner
Chadwick Martin Bailey (CMB) revealed within their latest study*, entitled "The
New Age of Television: Who is Viewing What, How and on Which Type of Devices,"
that nearly 40 percent of the 50+ crowd have viewed a TV show or movie (not
user-generated) online in the past week representing a significant demographic shift as
older Americans are changing online viewing behaviors dramatically, while
younger viewers have hit a plateau.
“CTAM has observed that baby boomers are fast followers
of technology,” said CTAM President and CEO Char Beales. “They have to be
convinced the tool has staying power and then they embrace it in a big way.”
In fact, the study found that a barrier to greater usage
of online viewing of TV shows and movies is simply a lack of understanding on
the part of consumers.
“Confusion and uncertainty over which TV shows are
available through which online platforms and which aren’t is certainly holding
back increased adoption of online TV viewing. The content licensing intricacies
that shape the competitive landscape are ill understood by the typical consumer,
particularly mainstream Pay TV subscribers,” said Chris Neal, vice president,
Tech & Telecom Practice, Chadwick Martin Bailey (CMB).
Depending on the scenario, online viewing habits vary
from device to device. The study found smartphones aren’t the first device
of choice on which to watch TV shows or movies online, but in certain
situations, it is the best device available.
Base: Ages16-75 who watch content on the specified
Despite the growing use of tablets, computers and
smartphones for viewing, including at home, in general, people still prefer a
larger screen experience, turning to the TV set for most viewing occasions. This
includes major televised events, like the Super Bowl (99%). It’s also the
preferred viewing device while chatting online or using Facebook (61%).
*The CTAM May/June 2012 Pulse research was conducted by
Chadwick Martin Bailey among nearly 1,500 U.S. broadband consumers, ages 16‐75
who watch at least two hours per week of TV shows or movies. This Pulse,
which will be released to CTAM members in June, highlights the shift in media
consumption needs and priorities among different types of consumers resulting
from various technologies, platforms and service bundles. The margin of error is
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