Viewers follow TV content across multiple devices
According to the TAM Ireland/Ipsos MRBI Total Viewing Study 2014, we spend 230 minutes each day viewing some form of video content across a variety of devices. But what are we watching and on what devices?
95% of people say they viewed content on a TV set yesterday and 27% say they also watched video on another device in addition to their TV set - this is up from 15% in the 2012 study.
83% (3 hours 13 mins) of all our viewing is to TV generated content (e.g. Live, recorded, catch up) on a TV set. 4% or 9 mins of our viewing each day is spent viewing TV generated content on devices other than a TV like Laptops/pcs, tablets, smartphones etc. and 11% or 25 minutes is spent viewing other content such as shortform user generated content and subscription services, on devices other than a TV.
Delving deeper into the research we find that 12-17 year olds view for just short of 3 hours a day and 79% of that time is spent viewing TV generated content. 15-34 year olds view for longer at 3 hours 37 minutes daily and again 79% of this viewing is to TV generated content. As we move up the age groups the time spent viewing increases with 35-54 year olds viewing for 3 hours 45 mins daily and 89% of that viewing is to TV generated content. Housekeepers with children are amongst the heaviest viewers at 3 hours 42 minutes daily and 87% of that viewing is to TV generated content.
As broadcasters spread their offerings across multiple devices they are providing their viewers with more opportunities to view their content. Viewers are now following channels across a variety of devices extending their brand loyalty to these channels beyond the traditional TV set.