Tablet Owners Love Online Video

June 9, 2012 at 10:33 pm Leave a comment


Source: Billboard

Tablet Owners Watch More Online Video Than Smartphone Owners
Here's some good news for YouTube, Vevo and any other company betting there's a business for streaming online video: tablet owners are far more likely to watch online videos than smartphone owners.
A recent release from comScore says 53% of the U.S. tablet audience watches video or television on the device each month compared to 20% of the U.S. smartphone audience. There is a similar gap between tablet viewing and smartphone viewing as frequency increases from once to three times a week (24.6% versus 10.3%) to at least once a week (18.9% and 6.7%) to almost every day (9.5% to 2.9%).
In addition, 26.7% paid to watch video on their tablet devices. That could be a function of the type of consumer that's buying tablets. Younger demographics — 18 to 24 and 25 to 34 — make up larger proportions of the smartphone audience than the tablet audience. Older demographics and consumers who make over $75,000 per year account overindex on tablet use. Oddly, the 13 to 17 demographic also over-indexes on tablet ownership — perhaps because they are more likely than the 18 to 34 crowd to live with their parents?

comScore also found that smartphone ownership is highly predictive of tablet ownership. In April, 23.6% of smartphone owners also owned a tablet compared to just 10.4% of feature phone owners. In other words, it doesn't appear feature phone owners are skipping a step and jumping right into tablet ownership. This could be a result of consumer income since tablets are relatively expensive and aren't used as a replacement for mobile phones. Another factor could be the ability of a smartphone to act as a stepping stone to tablets — both use the same apps and have similar user interfaces.

This should be encouraging news for music video service Vevo, which has apps for the iPad and BlackBerry PlayBook in addition to an Android app that runs on both smartphones and tablets. These are good trends for YouTube and its content partners, namely Warner Music Group, as well as paid online video services like Hulu and Netflix. The more people are watching, and the more likely they are to pay to watch, the more robust the online video market can become. ( comScore press release)


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