Telecom Lead India: Tablet devices have emerged as the
leading second-screen alternative to television for viewing full-length
episodes in the U.S.
In a few years, tablets have risen to second-screen
prominence for full-length TV (FLTV) show viewing, ahead of computers. Out of
total time spent watching FLTV shows, 15 percent of viewing occurs on tablets.
Since tablets came into play, FLTV show viewing on
desktops and smartphones has declined the most. Top genres viewed on tablets –
comedy and music – align more with computers than the TV.
Users of MSO app, Netflixers, Apple TV, AirPlay and
Whispersync are aggressive tablet users. These services lead to significantly
higher levels of FLTV show watching on tablets, according to Viacom.
Among tablet owners who subscribe to a cable company that
offers streaming apps, about half report downloading the app. These MSO app
users spend 20 percent more time on their tablet than non-MSO app users.
24 percent of Airplay users watch FLTV shows on their
tablets, while the same can be said for 22 percent of MSO app users and 19
percent of Netflix users.
Over one third of both AirPlay (35 percent) and
Whispersync (34 percent) users say they watch more TV on their tablets because
of these apps.
While watching television, many respondents use tablets
to multitask or as a complementary experience via apps like MTV’s WatchWith and
VH1’s Co-Star, designed as add-ons, rather than distractions, to the television
screen.
“Our audiences are some of the most deeply engaged
and active across social platforms. Co-viewing apps create more meaningful ways
to reach them and represent an entirely new level of engagement for fans of our
content,” said Colleen Fahey Rush, executive vice president and chief
research officer, Viacom Media Networks.
62 percent use their tablets daily. Daily tablet users
spend an average of 2.4 hours per day on their tablets. 85 percent of tablet
use is for personal reasons versus business. 77 percent of tablet use is alone.
74 percent of tablet usage is done at home. Most media activities on the
tablet, such as playing games and watching TV shows, peak with the 18-24 demo.
