Social Media Agency, fishbat, Inc., Responds to Rise in Non-TV Video Consumption

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After announced Nielsen findings showed an increase in video content consumption through alternative electronic devices and a corresponding drop in the number of televisionless households, award-winning social media agency fishbat, Inc. offers their input.

On March 13, 2013, social media agency fishbat, Inc., responds to recent reports of the uptick in the number of people watching videos on devices other than a television.

The social media news site Mashable discusses a recent study conducted by Nielsen. Although the “vast majority of households in the U.S. – more than 95% – still have traditional cable or satellite television,” Neilsen found that more households are relying on non-traditional TV devices for their information and entertainment – including computers, video websites and other electronic outlets connected to social media, smartphones, and tablets.

According to the study, the “Zero-TV” group is still a minority consisting of “less than five percent” of American households – and “three quarters of these households still have at least one television set, which they use to watch DVDs, play video games and browse the web.

However, the article reports that as a demographic, the “Zero-TV” group is gaining ground. Within the five percent that do not consume video content from a television, 67% of those use alternative electronic devices. Since 2007, over two million more people have become part of “Zero TV” households, bringing the total to more than 5 million.

Nielsen breaks down the respective percentage of use for the four most common alternative devices:

  •     Computer (37 percent)
  •     The Internet (16 percent)
  •     Smartphone (8 percent)
  •     Tablet (6 percent)

The growth of non-television media consumption has also prompted Nielsen to reconfigure their TV rating system to include devices such as Xbox, PlayStation, and iPad. The article reports that this move is partly in response to comments from television networks saying that conventional rating systems have ceased to accurately represent their viewers.

Clay Darrohn, CEO of the social media agency fishbat, Inc., comments on the shift. “The increase in other devices suggests the ubiquity of other, more dynamic media which better fit into the digital consumer’s lifestyle than a traditional television.” While the television is not extinct yet, Darrohn believes in the coming years there will be “a future where the television will be further relegated to second-tier status” as we witness a greater increase in video, text and social media consumption via mobile devices like smartphones.”

fishbat, Inc. is a full service online marketing firm. Through social media management, search engine optimization (SEO), web design, and public relations, fishbat strives as a marketing firm to raise awareness about your brand and strengthen your corporate image.


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