50% of Tablet Owners View Both Feature-Length Movies and TV Shows on the Device

Tuesday, August 30th, 2011
In-Stat logo

SCOTTSDALE, Ariz. — Online digital video distribution now allows consumers to access more content, on more devices, and in more places, than ever before. This increase in access has made content more ubiquitous than ever, but availability is only a part of the story. Equally important is how, and on what devices consumers are accessing this content, and the increasing role of mobile devices for video consumption.

New In-Stat research, Q2’11 US Multiscreen Video Database, reports that 50% of tablet owners are viewing not only feature-length movies on their device, but TV shows as well; an important revelation to both content producers and providers alike. Tablet and smartphones are not only becoming vital new screens for video consumption, but are also functioning as personal interaction devices for video-centric social networking and applications.

“Tablets, in particular, have become a primary video device, both inside and outside the home,” says Keith Nissen, Research Director. “By 2015, our research projects that 65% of the US population will own a smartphone and/or tablet. As these devices become a center-point for video engagement and consumption, content providers, device manufacturers, and operators need to support a multiscreen usage model that reflects social interaction, screen interaction, personalization, and mobility.”

Additional research findings include:

  • Frequent mobile video users will more than triple over the next five years
  • Nearly 50% of 18 to 24 year old smartphone/tablet owners frequently social network about TV programs currently being viewed
  • 86% of smartphone/tablet users will view video on their mobile devices
  • Nearly 60% of smartphone/tablet owners will also be viewing OTT (over-the-top) video at home
  • The average Apple household will have four Apple devices, while the average Google Android household will have at least two Android devices

The research is drawn from In-Stat’s new Q2’11 US Multiscreen Video Database (#IN11050139MSV) which examines the impact of mobile devices in the promotion, engagement, and distribution of premium video as an extension of the TV and PC video experience. The Q2’11 US Multiscreen Video Database is updated quarterly in Excel format, including forecasts and quantification of:

  • Mobile device shipments
  • Mobile broadband subscriptions
  • Mobile video content and sources
  • Frequency of use
  • Primary devices being used
  • Location of use
  • Multi-screen forecasts including the adoption of social TV, device-to-device interworking, paid mobile video applications and services, and advanced multi-screen network features
  • Measurement and segmentation of demographics, psychographics, awareness, and intent

For pricing or free sample of the report and more information contact Elaine Potter: [email protected]; (480) 483-4441.