Mobile Devices Redistributing Viewership Across Dayparts

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CTAM Reports Video Apps, like YouTube and iTunes, most likely to be used on Mobile Devices

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This research exposes findings on what mobile vehicles consumers are most using in conjunction with video apps, where they are likely to use them, and at what time they are most active on each device.

New data released by the Cable & Telecommunications Association for Marketing (CTAM) from a recent study the organization commissioned from Nielsen, “Roadmap to Video Apps (What Makes Viewers APPY?),” shows that video apps such as YouTube and iTunes are significantly more likely to be used on mobile devices such as the iPod Touch, smartphone or tablet (67% and 41% via mobile vs. 54% and 33% respectively via in-home devices such as internet-connected TVs, internet-connected video devices and gaming consoles).

“Regardless of mobile device, roughly seventy five percent of consumers are most commonly accessing video apps while in the home,” said Char Beales, president and CEO, CTAM. “This research exposes findings on what mobile vehicles consumers are most using in conjunction with video apps, where they are likely to use them, and at what time they are most active on each device.”

According to the research, 54 percent of video app users via connected TVs spend more than two hours per week on video apps, the longest engagement across all devices measured. In contrast, roughly 75 percent of video app users via mobile devices spend less than two hours on video apps weekly.

Fifty percent of those accessing video apps via tablet or iPod Touch report usage between 30 minutes and two hours weekly. The mobility of smartphones and iPod Touches account for higher video app viewing levels during the daytime, while video app usage on these devices declines once users return home.

Peaking in primetime hours, users turn to the larger screens of in-home devices including gaming consoles, Internet connected video devices and TVs and tablets for video app viewing. Usage on tablets more closely mirrors in-home devices yet is also very active in the morning hours.

This research, conducted by Nielsen and commissioned by the Cable & Telecommunications Association for Marketing (CTAM) is the first to feature both qualitative and quantitative consumer reactions to video applications on both mobile and in-home internet-connected devices. The qualitative phase was conducted at the Las Vegas-based “CBS TV City Media Lab,” May 17-May 19, 2011 in a living room setting. The quantitative portion of the study was conducted among video app users via an online survey from April 28 to May 12, 2011.

*This figure refers to the unique mobile subscribers in the U.S. it does not include multiple devices owned by many subscribers or data-only devices, such as data cards.

ABOUT CTAM
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 http://www.ctam.com and CTAM can be found on Facebook, LinkedIn and Twitter.

For Media Inquires contact:
Jason D. King, ABC
Director of Communications & Media Relations
301.485.8914
Jason(at)ctam(dot)com

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