In-Stat: 66.3 Million US TV Viewers are Simultaneously Using a PC While Watching TV
SCOTTSDALE, Ariz., April 18, 2009 -
Over 66 million consumers across demographic categories are using the Internet while camped out on their sofas watching TV, according to market research firm In-Stat http://www.in-stat.com. Based on In-Stat’s recent survey, 33% of all male respondents, across age groups, reported that they are sometimes using a personal computer simultaneously while watching TV. Among some male age groups the behavior was as high as 50%. In contrast, about 25% of female respondents reported using a PC while watching TV.
“Consumer multitasking represents an important emerging opportunity for the TV industry” says Gerry Kaufhold, In-Stat analyst. “Local TV stations, TV networks, pay-TV networks, 24-hour news networks, sports leagues, and music channels, can instantly connect to some of their viewers, right now, on both the TV screen and on a laptop computer screen.”
Recent research by In-Stat found the following:
One-fifth of all respondents reported doing instant messaging while watching TV, with similar responses among females and males.
US consumers could drop spending on mobile, broadband and pay TV services by nearly $5 billion due to economic turmoil.
About 15% of US respondents intend to cut back spending on subscription-TV, broadband, and mobile services in response to economic pressures.
Analysis of impact of current economic downturn on consumer behavior regarding TV viewing, broadband use, and spending across mobile, broadband and subscription TV.
Results and analysis of a late 2008 US consumer survey on TV viewing, Internet usage habits and multitasking while watching TV.
Examination of consumers’ interest in Internet TV services.
Exploration of new hybrid “Lite” subscription TV services.
This research is part of In-Stat’s Consumer Media & Content service. “Content is King,” but consumers clearly have preferences about the value of content and services, as well as what devices they use. Technology advances in digital rights management (DRM), internet TV, and cross media programming offer content producers’ new channels for distribution, but pose major disruptions to existing pay TV and mobile service provider business models. Consumer Media & Content (CMC) provides critical insights into how cutting edge technology, combined with new content delivery methods and consumer preferences, will influence the market for digital entertainment.
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In-Stat’s market intelligence combines technical, market and end-user research and database models to analyze the Mobile Internet and Digital Entertainment ecosystems. Our insights are derived from a deep understanding of technology impacts, nearly 30 years of history in research and consulting, and direct relationships with leading players in each of our core markets. In-Stat provides its research through reports, annual subscriptions, consulting and advisory services to inform critical decisions. Technology and semiconductor vendors, infrastructure and device manufacturers, service providers and media companies worldwide rely on partnerships with In-Stat’s tenured, experienced staff and on our in-depth market intelligence to support critical business, product and technology decisions.
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