Today’s consumers own a variety of streaming video-capable screens and they are using these devices more than they did a year ago according to the Interactive Advertising Bureau (IAB) report “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” an in-depth study that explores new ground in the ongoing dramatic shift in consumers’ television viewing habits. The IAB found that US adults surveyed say they spend nearly 5 hrs a day on their computer, slightly more than they spend watching TV. The next most used devices are smartphone (3.6 hrs) and connected TV (2.4 hrs).
The research also found that, particularly among connected TV owners, streaming is on the rise:
- Three quarters of connected TV/device owners and roughly half of computer, tablet or smartphone owners report streaming online video at least once a month.
- One-third of connected TV owners stream video to their TV daily. One in four computer owners and one in five smartphone or tablet owners stream video daily.
The IAB finds that now, “multiscreening is the new normal.” Highlights from the IAB’s findings on multiscreen viewing include:
- 78% of US adults who watch TV use another device while watching TV and the smartphone is the predominant second screen: Two in three smartphone owners multiscreen while watching TV; over half of all computer or tablet owners multiscreen
- 84% of smartphone multiscreeners do so daily, as do 79% of computer multiscreeners and 65% on tablets.
- The rise in multitasking is driven by smartphone and tablet owners: Multiscreening activity has increased for 40% of smartphone multiscreeners, 39% who do so on tablets and 28% on computers.
To view the full “The Changing TV Experience: Attitudes and Usage Across Multiple Screens” report, visit www.iab.net/changingtv.