New Devices Ushering in a New Age of Television Viewers

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CTAM Study Reveals New Devices Ushering in a New Age of Television Viewers

CTAM has observed that baby boomers are fast followers of technology.

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.

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 +/- 2.54%.

CTAM, the Cable & Telecommunications Association for Marketing, is a non-profit professional association, dedicated to helping the cable business grow. To that end, CTAM provides consumer research, an interactive executive innovation series, conferences, awards and the "CTAM SmartBrief" to its individual members. On behalf of 90 corporate members, the organization leads the Advanced Cable Solutions Consortium and Business Services Council, and facilitates national cooperative marketing efforts, including the Cable Mover Hotline® and Movies On Demand® initiatives. The corporate website is and CTAM can be found on Facebook, LinkedIn and Twitter.

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