Most Mobile TV Viewing Occurs at Home
According to a study from the Council for Research Excellence, the majority of mobile TV viewing occasions - 82% of tablet and 64% of smartphone - occurs in the home. And the primary driver for consumers watching video on mobile devices is convenience, not to avoid advertising. Among the findings:
- Convenience and multi-episode "binging" drive mobile viewing, while ad avoidance is not a primary motivator. Forty-nine percent of participants cited "more convenient" as their top reason for viewing video on a mobile device; 13% cited "watch multiple episodes"; only 5% cited "fewer ads."
- Content availability often drives device selection (e.g., certain programs or episodes may only be available to a consumer via mobile device).
- Participants in multi-person households confirmed that mobile devices let people watch different shows at the same time (e.g., one person watching the TV set, another watching separate programming on a tablet).
- Mobile TV viewers are more focused than TV set viewers (e.g., less unrelated multi-tasking, more program-related second screen activity).