Tablet Use Driving Greater TV Watching, Finds Study
Rather than cannibalizing broadcast viewing, tablet use is encouraging a large percentage to watch more programming.
Video viewing is one of the prime uses for tablet computers, so is all that tablet time taking away from traditional broadcast TV viewing? A study from TDG (The Diffusion Group) says no. While 88 percent of adult tablet owners watch videos with their portables, that viewing isn't eroding the amount of television that most of them watch. Actually, they're watching even more TV.
Looking at 18- to 49-year-olds who use tablets for online TV viewing, TDG finds that 39 percent report that iPad use has caused them to watch more standard TV than before, 46 percent report no change, and 15 percent are now watching less standard TV. For those age 50 and above, the net change due to tablet use is close to zero.
TDG notes that tablet use will likely rise much higher with the introduction of affordable lower-priced tablets, such as the new Amazon Kindle Fire lineup. Apple is rumored to be working on a smaller, more affordable iPad. Broadcasters, TDG says, are concerned about the impact these devices will have. A TDG analyst, however, calls the current situation a win-win for the networks, as they can generate revenue from online video advertising, pay-per-view content, and streaming subscriptions, while also benefiting from increased broadcast viewing.
This data comes from the TDG report "Video Behavior Among iPad/Tablet Users-2012," which is available to paid TDG members.