According to Parks Associates, three specific consumer segments - travelers, avid users and multiscreeners - account for the majority of mobile video viewing, averaging 9 hours per week on a smartphone or tablet compared to less than 15 minutes per week for the rest of the mobile viewing population. The average among all U.S. broadband households is 2.9 hours per week.
The three segments together account for 31% of U.S. broadband households. The research house characterizes the three groups thusly:
Travelers
- Strong affinity for mobile services, devices, and viewing
- Above-average quantity of video viewing on mobile devices
- 87% subscribe to a pay TV service
Avid viewers
- Prefer watching video on all platforms and watch more than 80 hours of video per week
- Spend far more than any other segment on video and video-related services
- 93% subscribe to a pay TV service
Multiscreeners
- 76% subscribe to a pay TV service
- 70% subscribe to an OTT service
- Watch 8 hours of video on the TV per week, compared to 20 hours per week for travelers and 40+ hours per week by avid viewers
- Watch 22 hours of video per week on Internet-connected devices
- Believe that online video is just as good as pay TV
About the Author
BTR Staff
EDITORIALSTEPHEN HARDY
MATT VINCENT
SALESKRISTINE COLLINS
JEAN LAUTER
STEPHEN HARDY
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MATT VINCENT
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KRISTINE COLLINS
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