With more devices, consumers watch more content
Posted on Jun 13, 2013 by YuMe
Recent studies suggest more than 60 percent of U.S. cellphone users own smartphones and roughly one-third of all Americans own tablets. As mobile technology continues to play an increasingly central role in the way people consume content, a new report by Nielsen sheds light on cross-platform use today.
The fact people use multiple devices at once to access information and entertainment isn't new. It's a trend that's been developing over the past half-decade. However, as it strengthens, industry experts are noticing some changes to in the way people are watching television-like content.
Consumers watch more content than every before
Between the the first quarter of 2012 and the same time one year later, the number of people in the United States who watch videos on their mobile devices increased significantly from roughly 36 million to about 45 million.
Living in the age of mobile
Meanwhile, tablet users are spending three-quarters of their mobile activity time on apps, with men spending more than 12 hours and women using more than 15 hours on these features. IPad apps are most commonly used in the afternoon and evening, with the amount of time spent on these devices increasing between the hours of 2 p.m. and 9 p.m., when tablet app use time usually peaks.
Streaming video remains a common habit among smart device users. Tablet owners spend nearly two hours of total time using apps to watch video and smartphone owners dedicate 1 hour and 15 minutes for the same purpose.
As consumers rely more heavily on various screens throughout the day, brands can reach target audiences by investing in a variety of multichannel marketing strategies, including Internet and mobile video advertising.