J.D. Power and Associates Studies Online Video Viewing Habits
Older and younger viewers think of premium video services differently, but both groups are satisfied.
Americans are watching more premium video on their tablets and smartphones, but less on their desktops and notebooks. That's one of the eye-catching findings in the J.D. Power and Associates 2012 U.S. Residential Pay-to-View Study, which was released this morning.
This is the second year of the study, which looks at online video viewing habits. This year's study was conducted in April, and asked 4,097 households to evaluate a variety of video service providers, including Amazon, Apple TV, Hulu, Netflix, Redbox, and more.
The study notes interesting differences in how older and younger viewers rate video services. The younger Generation Y viewers consider mobile access before selecting a service, while that isn't as important for older Baby Boomers. Both groups show high levels of satisfaction for their services, but for different reasons. Baby Boomers show increased satisfaction as compared to last year, thanks to easier billing options, ease of use, and content variety. Generation Y viewers show decreased satisfaction due to cost and customer service.
For time spent, nothing beats gaming consoles, the study found. While more consumers viewed video on handheld devices than gaming consoles (29 percent compared to 23 percent), console viewers stayed for far longer. Console viewers viewed online videos for 6.3 hours per week, compared with 5.3 hours for computer viewers, 4,9 hours for smartphone viewers, and 4.4 hours for tablet viewers.