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%).
WHAT genres do they watch?
- Movies are the most popular genre among viewers ages 13-17 (56%), 18-24 (65%) and 25-34 (68%).
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.
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.
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
For the original version on PRWeb visit: http://www.prweb.com/releases/prweb2011/11/prweb8930949.htm