Despite the diffuse nature of multiscreen devices, just three types of consumers — travellers, avid viewers and multiscreeners — watch the most mobile video content according to research from Parks Associates.
In its 360 View: Entertainment Services in US Broadband Households survey of 10,000 US broadband households in the first quarter of 2014, these three segments average nine hours of viewing per week on a smartphone or tablet compared with less than 15 minutes per week for the remaining four segments. The average among all US broadband households is 2.9 hours per week, and the travellers, avid viewers and multiscreeners groups represent less than one-third of all homes.
These three segments also have high percentages of younger consumers, with roughly half from each segment aged 18-34, but there are notable differences among them, especially in pay-TV subscriptions.
Travellers have a strong affinity for mobile services and devices and have above-average quantity of video viewing on mobile devices. As many as 87% subscribe to a pay-TV service. By contrast avid viewers spend far more than any other segment on video and video-related services, with 93% subscribing to pay-TV. They prefer watching video on all platforms and watch over 80 hours of video per week. Only 76% of multiscreeners subscribe to a pay-TV service and 70% subscribe to an OTT service. People in this segment only watch 8 hours of video on the TV per week, compared with 20 hours per week for travellers and 40+ hours per week by avid viewers. Interestingly multiscreeners watch 22 hours of video per week on connected devices and believe that online video is just as good as pay-TV.
"Many in the industry often refer to young consumers as a single group, yet our research clearly shows that there are multiple groups of young consumers," said Brett Sappington, director, research, Parks Associates.
"Multiscreeners are most likely to be cord-cutters. Only 76% subscribe to a pay-TV service, compared to 87% of traveller and 93% of avid viewers. Ultimately, each segment has unique characteristics, viewing habits, and spending patterns. The viewing population is as diverse as the market, and each segment requires a unique strategy. The video industry will need to market products and services to each group in different ways. Even multiscreeners, who have a higher incidence of cord-cutters, spend an average of over $57 per month on 'incremental' video, physical media, downloads, pay-TV VOD, pay-per-view, movie tickets, and OTT services."