Mobile viewing may still represent just a small fraction of TV consumption, but that consumption is rising quickly, and marketers are keen to better understand the habits of the mobile TV audience. In a new study [PDF], the Council for Research Excellence examines when mobile viewing tends to take place, as well as which genres are preferred and where viewing typically occurs. The research finds some patterns that are distinct from viewing habits on a traditional TV.
Looking first at when mobile viewing occurs, the study illustrates that a plurality of tablet (22%) and smartphone (28%) TV viewing occasions tracked occurred during the daytime, between 9AM and 3PM. By contrast, when it comes to watching on a traditional TV, primetime (Monday to Saturday) accounted for a plurality 25% of viewing occasions, with daytime next at 19%. Additionally, late night (11:30 PM – 1AM) represents a larger share of viewing occasions on tablets (15%) and smartphones (12%) than on TVs (9%). Overall, tablet and smartphone viewing times tended to align more with computers than with traditional TV sets. Read the rest at MarketingCharts.