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The Multitasking Generations: 13-34 Year Olds Average 4-5 Other Activities While Watching TV

Some additional findings include:

WHO influences their TV viewing?

  •     Friends and family are the most influential when deciding what to watch (77%) followed by previews (61%), browsing (56%) and ads (48%).
  •     One quarter of those 13-17, 24% of 18-24 and 21% of 25-34 year olds cited social networking as influential.
  • WHAT genres do they watch?

    •     Movies are the most popular genre among viewers ages 13-17 (56%), 18-24 (65%) and 25-34 (68%).
  •     54% of 13-17 year olds said they typically watch sitcoms/comedies and kids’ programming (both cartoon and non-cartoons), while the older 25-34 segment prefer sitcoms/comedies (63%), dramas (63%), news (57%) and reality (54%). The most-popular genre after movies for the 18-24 group is adult cartoons (65%).
  •     About 70% of young viewers are watching the same amount or more live TV compared to a year ago. Eighty one percent of young viewers say that live viewing on the TV is preferable for sports compared to other devices. Seventy one percent of young viewers prefer live TV viewing for watching new episodes. These same respondents also prefer (76%) live TV because it gives them something to talk about the next day.
  • WHERE do they watch?

    •     While in transit, mp3 players are the viewing device of choice for 13-17 year olds (20%) and 18-24 year olds (24%), while 25-34 year olds prefer a cell phone (19%).

    HOW do they watch?

    •     “Mobile viewers” – those who watch online content on a phone, media player, tablet or other mobile device – are entertainment enthusiasts and early adopters (74%) with more technology in the home, and make up 34% of 18-24, 46% of 25-34 and 20% of 13-17 year olds. That said, only 12% of teens watch video on their cell phones.
  •     80% of mobile viewers are satisfied with cable and they are most likely to upgrade services, and watch more content on every device, including TVs (74%). (Overall, 8 out of 10 households pay for TV service, including 89% of those in which 13-17 live).
  • This research, conducted by C+R Research, was commissioned by the Cable & Telecommunications Association for Marketing (CTAM) to investigate the effect of lifestyles and life stages on media and technology usage of younger consumers. It included both qualitative and quantitative online phases in the summer of 2011, and also utilizes data from C+R’s comprehensive syndicated YouthBeat study to provide additional context. 2,124 total interviews were conducted as part of the quantitative phase.

    ABOUT CTAM
    CTAM, the Cable & Telecommunications Association for Marketing, is a non-profit professional association, dedicated to helping the cable business grow. To that end, CTAM provides consumer research, an interactive executive innovation series, conferences, awards and the “CTAM SmartBrief” to its individual members. On behalf of 90 corporate members, the organization leads the Advanced Cable Solutions Consortium and Business Services Council, and facilitates national cooperative marketing efforts, including the Cable Mover Hotline® and Movies On Demand® initiatives. The corporate website is http://www.ctam.com and CTAM can be found on Facebook, LinkedIn and Twitter.

    For Media Inquires contact:
    Jason D. King, ABC
    Director of Communications & Media Relations
    301.485.8914
    Jason(at)ctam(dot)com

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    For the original version on PRWeb visit: http://www.prweb.com/releases/prweb2011/11/prweb8930949.htm

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