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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