The Smaller The Device, The Greater The Attention Of The Mobile-TV Viewer
American mobile-TV viewers are more focused on TV content when viewed on their smartphones than on larger devices, according to new study findings.
Viewers performed unrelated multi-tasking on other electronic devices during only 14% of the occasions on which they viewed TV programming on smartphones. This compared to 27% for tablet viewing, 31% for computer (desktop and laptop) viewing and 34% of the television-set viewing occasions, according to study participants.
At the same time, viewers watching a TV show on a smartphone also were more likely to engage in online activities related to that show - such as looking up show information, or posting about the show on social networks. Such activity occurred during 21% of the television set viewing occasions, 27% for tablet viewing occasions, 31% for computer viewing occasions and 39% of the smartphone viewing occasions.
These findings come from additional analyses of the study conducted by Boston-based market research firm Chadwick Martin Bailey for the Council for Research Excellence (CRE).
Other new findings:
- Mobile TV viewers tend to be younger (mean age 35), higher income professionals with graduate degrees, and reflect more ethnic diversity than non-mobile-TV users;
- The portion of overall TV-viewing devoted to mobile devices decreases for older mobile-TV users - 28% for users ages 15-to-24, 18% for ages 25-34; 12% for ages 35-49; and 8% for ages 50-64;
- Mobile TV viewers are often heavy overall TV viewers and are more likely than non-mobile-TV viewers to be TV show opinion leaders and to use social media to talk about TV.
The CRE previously disclosed study findings that 64% of smartphone-TV viewing occurs in the home - reflecting some simultaneous viewing with TV sets, which continue to dominate in-home viewing at 90%. The top drivers of in-home mobile viewing cited by participants are content and device availability, family dynamics, device preference and inertia. Mobile-TV viewers do most of their out-of-home smartphone-TV watching (23%) at work. By contrast, only 14% of computer-based TV viewing occurs at work, with 8% for tablet viewing and 5% for TV-set viewing. Convenience, portability and filling downtime are the top drivers of out-of-home smartphone viewing.