Printer Friendly

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

COUCH POTATOES

33%

TV OTTERS

26%

COUCH CHATTERERS

12%

MODERATE MULTISCREENERS

11%

INDIFFERENT MULTISCREENERS

11%

MANIC MULTISCREENERS

7%

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
COPYRIGHT 2014 Penske Business Media, LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2014 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Audience Trends
Author:Ault, Susanne
Publication:Variety
Geographic Code:1USA
Date:Sep 23, 2014
Words:265
Previous Article:#TGIT premiere event.
Next Article:Film box office grosses: (Sept 19-21, 2014).
Topics:

Terms of use | Privacy policy | Copyright © 2020 Farlex, Inc. | Feedback | For webmasters