A survey on the habits of American television viewers has found some distinct differences between people who watch TV in a traditional setting and those who watch via a mobile platform, especially regarding the types of programme viewed and the time of the day when it is viewed. The survey was carried out by the Council for Research Excellence who are an independent research group and was conducted amongst 6,000 Americans aged between 15-64yrs and who have broadband internet access at home and who watch at least five hours of TV per week.
One of the key findings from the survey was that the greater part of tablet and smartphone TV viewing – 22% and 28% respectively – took place during early daytime between 9am and 3pm, whereas this time slot only accounted for 19% of so called traditional TV viewers and for 26% of those who rely on their computers.
Perhaps not surprising, traditional TV usage was high (25%) during the primetime (6pm – 11pm) Monday to Saturday slot. While during the same time, smartphone usage reduced to 14% and tablet viewing fell marginally to 20%.
The survey also found that tablets accounted for 15% of late night viewing from 11.30pm to 1am which would seem to indicate that people are watching TV on their Tablet device either in bed or just before they go to bed. During the same late night time slot (11.30pm to 1am) traditional TV viewing fell to 9% while viewing via smartphone was higher at 12%.
In terms of the various types of programmes viewed, traditional TV dominated as the preferred source for news and current affairs with 31% compared to 15% watching via smartphones and 11% via tablets. Another programme genre which scored highly for traditional TV viewing was sport which accounted for a larger percentage of viewing occasions on traditional TV (19%) than on tablets (9%) or smartphones (14%).
The top genre of TV programme watched via tablets and smartphones was dramas with 31% and 27% of viewing occasions respectively.
When it comes to location of viewing, it seems to be a case that the bigger the device, the more likely it is to be viewed in the home. For example, 82% of tablet viewing occurred in the home a figure that dropped to 64% for smartphones. In addition, some 12% of smartphone viewing occasions happened in the office or while travelling.