Producers and directors who’ve finally learned how to craft shows to fill big HDTVs had better learn how to also scale them down for the tablet computer. It’s one of the fastest growing consumer technologies ever, and 53% of tablet owners used the devices to watch video or TV content in April, according to a report out today from comScore. By contrast, just 20% of smartphone owners used the devices to watch video that month. Researchers also found that a disproportionate number of tablet owners make video viewing part of their routine: 18.9% watch something at least once a week, and 9.5% do so every day. Among smartphone users 6.7% watch at least weekly and 2.9% check out videos daily. ComScore says that nearly 27% of the tablet owners who watch video at least once a month paid to do so. About 56% of tablet owners are in households with income of $75,000 or more. The devices, introduced just two years ago, “are poised to fundamentally disrupt the way people engage with the digital world,” comScore SVP Mark Donovan says. “It’s not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing.” Video viewing on tablets probably will skyrocket as cable and satellite companies introduce TV Everywhere plans that stream movies and shaows that used to just be piped to TV sets.
NEW YORK – (February 13, 2012) Continuing its pioneering research efforts surrounding the Beijing and Vancouver Olympics known as “The Billion Dollar Lab,” NBCUniversal will conduct a third Olympics research initiative during the 2012 London Games. The company will work with Google and comScore for a series of innovative research projects that will explore new ways to measure single source consumption of video content on TV, mobile, the PC, and for the first time in this Olympics, the tablet.
The initiative will combine Google’s unparalleled analytical and digital expertise with NBCUniversal’s extensive experience using the Olympics to explore consumer media behavior. NBCUniversal and comScore will also partner on a project to measure how different demographic groups use media to follow the Games.