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Author: David Watkins
Publication Date: Sep 04 2014
Pages: 31
Report Type: ConsumerMetrix Bulletin

Consumer Surveys
To Tweet or Not to Tweet Segmenting Todays Multiscreen TV Audience
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Report Summary:
The television industry is in the middle of the biggest period of change in its 80-year history. Established and emerging television industry players are struggling to understand how viewers are responding to these changes and how traditional television-related behaviours are being affected. Our research shows that people still love TV but they are consuming and engaging with it in a wide variety of new ways. According to our survey of 6000 US and European viewers, more than half can be classified as belonging to one of four non-traditional behavioural segments. This report introduces and explains this new segmentation and offers selected insights on emerging and traditional television behaviour resulting from the research.
Table of Contents
- Introduction
- Conclusions and Implications
- Segmentation Approach: Attitudes and Behaviours Analysed
- Identifying and Quantifying Segments in Online and Multiscreen TV Behaviour
- Summarising Segment Characteristics
- Segment Profile: Couch Potato
- Segment Profile: Couch Chatterer
- Segment Profile: TV OTTer
- Segment Profile: Moderate Multiscreener
- Segment Profile: Indifferent Multiscreener
- Segment Profile: Manic Multiscreener
- Demographic Profiles: Comparison Data
- Segment rankings are broadly similar in each country
- Quantifying Traditional and Emerging TV Behaviours
- Targeting “millennials” or “over 35s” ignores the variety of behaviours in each age demographic
- Following TV shows using Twitter has become a defining element in emerging TV behaviour
- Pay TV usage varies from 74% to 51%
- TV OTTers account for the biggest share of cord cutters
- Attitudes to pay TV channel unbundling
- Not all OTT services are alike
- Who uses TV Everywhere apps?
- Who is using Apple TV and Roku?
- Interest in TV content genres follows broadly similar patterns but at different levels
- Manic Multiscreeners are most receptive to advertising in both regular and online TV
- Segmentation Approach
- ConsumerMetrix: Survey Methodology
- What Is ConsumerMetrix?
- Key Contact
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