Could unseat mobile television as the first ... - Pure Marketing

The increasing trend of the use of tablets and phones as second screen while watching television is already a reality. But what happens when that small screen is not the second but the first, replacing television in our leisure time?

change is occurring, albeit subtle, between younger viewers. At the same time decrease their hours of television consumption, increase the use of tablets and phones as entertainment.

Mobile penetration continues. The figures range from 75% of the population according to Magid Associates uses a smartphone and 60% of that estimated by ComScore has one property. The fork is wide but in any case reveals a clear upward trend. However, the use made of mobile devices varies depending on the age and worth taking a look at how and why the younger generations use that could set the trend in the future.

According

Magid Associates, 35% of young people between 18 and 34 indicates that they are the primary means of entertainment, followed by desktop and laptop computers (34%) and more than ten points above television . Only 21% of tablet users and mobile points to sit and watch TV as their main source of entertainment.

Do these data that the mobile is the new TV? It may be too early to say for so strongly, although mobile devices have become the kings of content: 44% of smartphone users and 61% of tablet watching videos on those devices. Even longer lasting formats such as TV shows, movies or sporting events. But they are still 1 in 5 smartphone users, and 2 in 5 tablet, those who see content of this type and occupy so much of their leisure time.

However, the vast majority of TV viewers still prefer to see it, and see it well, the conventional apparatus, the study of Council for Research Excellence. And it is interesting that television viewers through mobile are a young population segment, an average of 35 years, have incomes above that do not have mobile devices. They use smartphones and tablets to watch TV because it is above all practical, as well as allowing them to watch several episodes, remove ads, and perform other tasks at the same time.

No doubt the growth of mobile devices such as television and consumer platforms that are young people who are pulling upward trend. The implications for televisions are many and varied, from the interactivity of television advertising to design strategies for different audiences, perhaps less liabilities, which comes through a smaller screen.