MediaPost Publications Tablets Changing Content Consumption Habits 03/27/2014 - 0 views
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With the rapid adoption of the tablet as a content device, interest in streaming content has nearly doubled in the past year (from 17% in 2012 to 32% in 2013). Consumers have also expressed more interest in consuming programming on different devices and from different sources. (Indeed, younger Millennials spent more time watching content on non-television devices, even when that content was originally created for television, Belson says.)
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“This is the first year that consumers have started to decouple the notion that content from a particular source [must be viewed on] a different device,”
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Only 6% of consumers who had pay-TV services said they were considering giving up the services in the next year, according to the survey.
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Yet with all of these devices in consumers’ hands, multitasking is on the rise. According to the survey, 86% of consumers admitted to multitasking on another device while watching television (up from 72% in 2011). However, only 22% of those multitaskers are doing something directly related to the programs on the television set. The disparity is both a challenge and an opportunity for marketers, Belson says.