TV Commercial Time = Mobile Primetime | Yahoo! Advertising Blog.
TV viewing rises worldwide. Television Ownership Drops in U.S., Nielsen Reports. Gen Y Embraces Smaller Screens for TV and Online Video Viewing. Although over-the-top video usage continues to surge across age groups, younger consumers are leading the charge in online video streaming and mobile video viewing. Surpassing their older counterparts in over-the-top activity, members of Generation Y in particular are displaying an aptitude for alternative methods for viewing television and movies. According to online research provider Knowledge Networks, 56% of Gen Y internet users stream video on a weekly basis—twice as many as among boomers. Gen Y is also four times more likely to watch video via mobile than boomers. Although the 13-to-31 age group may be leading the charge, digital video viewing is increasing among web users of all ages. Knowledge Networks research indicates that monthly use of an alternative method for movie and television viewing increased from 26% in 2010 to 35% in 2011.
A Nielsen survey supports some of the Knowledge Networks demographics findings. Keep your business ahead of the digital curve. TV Viewers Multitask. In addition, 61% of US consumers now maintain a social networking site, where Deloitte says constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.
Multitasking Can Aid, Not Hinder, TV Revenue Although consumer multitasking and social networking may at first glance appear to be a potential threat to TV advertising revenue, Deloitte analysis suggests it may actually enhance both the viewing experience and advertising potential. “Consumers are not only watching television, they are talking about it, and those conversations are frequently taking place in real-time online and via IM/texting,” said Phil Asmundson, vice chairman and technology, media and telecommunications industry leader, Deloitte LLP. “By embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs, television is maintaining its hold on the American public. TV Still King of All Media Other Findings.