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May 03, 2013

Half of US Consumers Watch Multiscreen Video Weekly

By Tara Seals, TMCnet Contributor

Multiplatform video use continues to expand, with a little over a quarter (27 percent) of adults in the U.S. watching video on devices other than a TV set daily, new research has revealed. That balloons to about half (53 percent) doing so on a weekly basis. These non-TV devices include home computers, mobile phones, iPads, tablets and eReaders.

This is an increase from 14 percent daily, and 37 percent weekly two years ago, according to consumer research from Leichtman Research Group (LRG). The firm found that there is a significant difference in the use of these non-TV video options by age, with 42 percent of all ages 18-44 watching any type of video daily, and 77 percent weekly -- compared to 14 percent daily, and 33 percent weekly among those age 45 and over.

While these non-TV devices do provide the opportunity to watch video outside the home, much of the viewing is taking place in the home. Of those who watched video on their mobile phone in the past month, 63 percent say that they usually watch video on their mobile phones at home. And, of those who watched video on their iPad, tablet or eReader in the past month, 89 percent say that they usually watch video on these devices at home.

"Video watched on non-TV devices and via connected TV sets has significantly increased over the past few years, particularly among younger individuals," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. "Consumers are generally using these new viewing options to complement traditional TV viewing at home."

The firm also found that 44 percent of all households have at least one television set connected to the Internet via a video game system, a Blu-ray player, an Apple (News - Alert) TV or Roku set-top box, and/or the TV set itself -- up from 38 percent last year, 30 percent in 2011 and 24 percent in 2010. While 18 percent of all households have a TV connected to the Internet only via a video game system, just 3 percent of households are connected solely via a smart TV set.

Across devices, 33 percent watch any over-the-top content daily, and 59 percent weekly -- compared to 17 percent daily, and 41 percent weekly two years ago. Netflix streaming video households account for 58 percent of weekly TV show viewers. One-fifth, or 22 percent, of all adults stream Netflix video weekly -- compared to 4 percent in 2010.

Further, 80 percent of Netflix streaming users use it to watch TV shows and movies on a TV set, and 53 percent of this group access Netflix via a video game system

And finally, when it comes to multitasking, on a weekly basis, 62 percent of adults use other devices while watching TV, but just 7 percent overall use these devices as "second screens" to interact with the programs being watched.

Edited by Stefania Viscusi
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