Riding the Storm
Study: PCs Steal TV’s ‘Share of Screen’
When thinking about video, think horizontally about how the media is consumed - on television, on the computer at various sites and inside of widgets, on mobile phones (likewise), versus vertically by technology. This lesson was underlined by recent market research coming out of Ipsos that points out that consumers are watching more video online and - as they do so - consumption on TV tends to drop.
People are still watching programs, but not necessarily on their TV screens. The amount of video consumed on TV has dropped 5 percent among people who actively stream and download content, per a study conducted by Ipsos MediaCT, New York.
Meanwhile, movie theater consumption fell 2 percent while personal computer viewing grew 8 percent. One out of every five hours spent watching video is now done online.
Still, TV is the place the 1,102 respondents surveyed online in February went to watch video 70 percent of the time. However, Adam Wright, director of Ipsos MediaCT, said marketers need to be mindful of this subtle shift.
“Folks that are downloading and streaming are clearly adopting the activity, they are not just experimenting with it,” said Wright. “If you don’t already have a plan to reach consumers online via video, you are missing a big tool in your kit when you put together your media plan.”
More than half (52 percent) of Americans over the age of 12 have streamed or downloaded a digital file. Consumers 18-24 spend the largest percentage of their time (27 percent) watching video on their computers.
Relevant Links
Study: PCs Steal TV’s ‘Share of Screen’ as reported by Kenneth Hein, Brandweek, June 20, 2008
Mobile Insider June 19, 2008
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