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Direct Response Marketing

Paid Video Viewing Via Tablets, Phones Continues to Rise

27 Jun, 2012 By: Jackie Jones


WESTLAKE VILLAGE, Calif. – Tablet and wireless phone viewing of paid video has continued to increase as various distribution channels emerge and improve, according to the latest J.D. Power and Associates study.

Eighteen percent of customers use tablets – the most-often-used handheld device – for viewing paid video content, up from 11 percent in 2011, according to the J.D. Power and Associates 2012 “U.S. Residential Pay-to-View Study.” Usage by wireless phone customers increased to 16 percent, up from 14 percent in 2011. Overall, 29 percent of video service customers watch paid content on a handheld device, while viewing of paid content on personal computers has declined to 39 percent from 48 percent in 2011.

“Customers are becoming more comfortable viewing their paid content on a smaller screen, such as a tablet or mobile phone,” said Frank Perazzini, director of telecommunications at J.D. Power and Associates. “The convenience of the device, as well as the availability of the content, has made it much easier to experience video on a variety of devices. However, the desire to watch events and video content as it happens is still prevalent, as more than 50 percent of viewers watch live television programming.”

The study also found significant differences in the usage and viewing practices of paid video content between Generation Y and Baby Boomers, but only minor differences in their satisfaction levels.

“Baby Boomers are becoming more comfortable with paid video technology and, as a result, are becoming more satisfied with the services available,” Perazzini said. “Conversely, Gen Y customers are already familiar with the technology and not only demand a high level of service from video service providers, but also are quick to seek alternatives when they believe they could have a better experience elsewhere.”

Consumers are also spending more time with gaming consoles, with 23 percent viewing paid content on such devices, compared to 29 percent of customers who view paid content on a handheld device. However, customers who view content on a gaming console watch 6.3 hours per week, compared to 5.3 hours on a personal computer, 4.9 hours on a wireless phone, 4.5 hours on a music player and 4.4 hours on a tablet.

“These findings illustrate that while customers appreciate the convenience and value that gaming consoles provide, the TV screen is still a preferred viewing media,” Perazzini said. “On the other hand, average viewing times for mobile devices and computers are likely impacted by battery life and screen size.”


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