Defining TV viewers: research that measures television-watching alongside social-media use finds women more likely to talk about shows with their peers.
Most TV viewers are Couch Potatoes, according to a recent study by Strategy Analytics that attempts to define different kinds of viewers: One-third of auds in the U.S. and Europe aged 15 to 74 prefer to watch TV on traditional screens, engaging little with friends or social media. The next-largest segment, at 26%, defined as TV Otters, seeks out specific shows online, but is relatively inactive on social media. In the 11%-12% range are Couch Chatterers (mostly females who watch traditional TV and talk/text about it by phone); Indifferent Multiscreeners (mostly young males who interact with social media and watch an occasional TV show on a second screen); and Moderate Multiscreeners (mostly females who enjoy traditional TV, social media and multiscreen viewing equally). The smallest seg (7%) is Manic Multiscreeners, who watch TV frequently across platforms, tied to high social-media usage.
How People Watch TV in the Multiscreen Era
Breakdown by Country
Audience makeup is largely similar across countries. But Italian viewers do stand out in their higher tendency to watch TV online.
UNITED STATES GERRMANY UNITED KINGDOM COUCH POTATOES 33% 41% 33% COUCH CHATTERERS 11% 19% 8% TV OTTERS 25% 21% 28% MODERATE MULTISCREENERS 12% 8% 13% INDIFFERENT MULTISCREENERS 11% 8% 9% MANIC MULTISCREENERS 8% 3% 10% FRANCE ITALY COUCH POTATOES 36% 22% COUCH CHATTERERS 9% 12% TV OTTERS 32% 27% MODERATE MULTISCREENERS 8% 12% INDIFFERENT MULTISCREENERS 10% 17% MANIC MULTISCREENERS 5% 10% SOURCE: HUB ENTERTAINMENT RESEARCH Note: Table made from pie chart
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|Title Annotation:||Audience Trends|
|Date:||Sep 23, 2014|
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