It’s always exciting when we get the opportunity to conduct research that garners interest from everyone from the guy staring at his tablet on the train to the executives of the largest media companies in the world. We got that chance, when CMB partnered with the Council for Research Excellence to lead a study exploring how mobile media devices (tablets, phones, and laptops) impact overall television viewing behavior.
Highlights of the study include:
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;
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.
Viewers are more commonly engaged when watching TV on a mobile device than when watching on a television set: they are less commonly doing unrelated tasks on other devices, and more commonly doing activities related to the show they are watching (e.g., looking up info about the show, posting about the show on social networks, etc.) when on a mobile device.
You can download the report here: TV Untethered: Following the Path of Mobile Content
Watch the presentation here:
Posted by Chris Neal. Chris leads CMB’s Tech Practice. He enjoys spending time with his two kids and rock climbing.