According to Parks Associates, three specific consumer segments - travelers, avid users and multiscreeners - account for the majority of mobile video viewing, averaging 9 hours per week on a smartphone or tablet compared to less than 15 minutes per week for the rest of the mobile viewing population. The average among all U.S. broadband households is 2.9 hours per week.
The three segments together account for 31% of U.S. broadband households. The research house characterizes the three groups thusly:
Travelers
Strong affinity for mobile services, devices, and viewing
Above-average quantity of video viewing on mobile devices
87% subscribe to a pay TV service
Avid viewers
Prefer watching video on all platforms and watch more than 80 hours of video per week
Spend far more than any other segment on video and video-related services
93% subscribe to a pay TV service
Multiscreeners
76% subscribe to a pay TV service
70% subscribe to an OTT service
Watch 8 hours of video on the TV per week, compared to 20 hours per week for travelers and 40+ hours per week by avid viewers
Watch 22 hours of video per week on Internet-connected devices
Believe that online video is just as good as pay TV
About the Author
BTR Staff
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STEPHEN HARDY Editorial Director and Associate Publisher [email protected]
