While media consumers watch more than eight hours of video each day, most of them are increasing their time with streaming video and digital viewing and lowering their time watching traditional TV, according to a new report from research firm SmithGeiger. As an example, 18- to 34-year-old Millennials allocate only 18% of their video time to traditional TV, with 61% of their video viewing occurring on digital devices. Even for adults in the 35 to 44 age range, traditional viewing accounts for only 27% of their total viewing time. These figures suggest that consumers have quickly come to rely on streaming video as one of their primary means to consume video, said the research group.
Likewise, the younger generation is quite conversant with mobile viewing. More than half of kids between two and 12 prefer mobile devices to TV for viewing TV, according to a Miner & Co. study. Mobile phones are easier to use, more portable, and give them a sense of independence, according to a study of parents with kids who watch at least some video on a mobile device.
These findings are not surprising per se, but they do underscore the growing importance of mobile phones, and the likelihood that they will become the de facto viewing screen for many consumers moving forward.