In-Stat: 66.3 Million US TV Viewers are Simultaneously Using a PC While Watching TV
Over 66 million consumers across demographic categories are using the Internet while camped out on their sofas watching TV, according to market research firm In-Stat http://www.in-stat.com. Based on In-Stat's recent survey, 33% of all male respondents, across age groups, reported that they are sometimes using a personal computer simultaneously while watching TV. Among some male age groups the behavior was as high as 50%. In contrast, about 25% of female respondents reported using a PC while watching TV.
Consumer multitasking represents an important emerging opportunity for the TV industry. Local TV stations, TV networks, pay-TV networks, 24-hour news networks, sports leagues, and music channels, can instantly connect to some of their viewers, right now, on both the TV screen and on a laptop computer screen.
Recent research by In-Stat found the following:
- One-fifth of all respondents reported doing instant messaging
while watching TV, with similar responses among females and
- US consumers could drop spending on mobile, broadband and pay
TV services by nearly $5 billion due to economic turmoil.
- About 15% of US respondents intend to cut back spending on subscription-TV, broadband, and mobile services in response to economic pressures.
This Market Alert is drawn from the In-Stat research, US TV Viewers' Response to Economic Turmoil (#IN0904557CM), which covers TV viewing habits in the US. It includes:
- Analysis of impact of current economic downturn on consumer behavior regarding TV viewing, broadband use, and spending across mobile, broadband and subscription TV.
- Results and analysis of a late 2008 US consumer survey on TV viewing, Internet usage habits and multitasking while watching TV.
- Examination of consumers' interest in Internet TV services.
- Exploration of new hybrid “Lite” subscription TV services.
- Detailed demographic segmentation.
The price is $3,495 (US).
This research is part of In-Stat's Consumer Media & Content service. “Content is King,” but consumers clearly have preferences about the value of content and services, as well as what devices they use. Technology advances in digital rights management (DRM), internet TV, and cross media programming offer content producers' new channels for distribution, but pose major disruptions to existing pay TV and mobile service provider business models. Consumer Media & Content (CMC) provides critical insights into how cutting edge technology, combined with new content delivery methods and consumer preferences, will influence the market for digital entertainment.
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