With the emergence of new devices and changing habits of the general public, it is essential for marketers to understand the different behavioral patterns of consumers in order to effectively reach out to them using appropriate marketing strategies. With the introduction of gadgets like iPads and Amazon’s Kindle Fire, the future of media consumption is not hard to predict. These devices have opened a whole new world of opportunities for advertisers and television broadcasters.
Many industry professionals believe that people who spend more time watching television programs on devices like iPad and Kindle Fire spend less time in front of their regular television sets. It is an undoubted fact that tablets are mostly used for watching videos but the notion that these devices are impacting the television viewing and ratings in a negative manner does not hold true.
According to the latest research conducted by the TDG (The Diffusion Group) regarding ‘Video Behavior among iPad/Tablet Users’, instead of cannibalizing the television viewing and ratings these devices are actually driving increased TV viewing. Dish Latino Dos and other packages can be compared on Latino Satellite.
The research showed that:
1. 88% of the tablet owners use their devices to watch videos, with TV programs ranking high on their content lists and many television broadcasters feared that tablet based viewing may induce cannibalization of high value prime time television viewership.
2. However, the findings completely dismissed this misconception. Among the tablet owners falling in age group of 18-49 years, who use their devices like iPads and Kindle fire to watch online television shows,
· 39% (nearly two fifth) reported that their tablet viewing has positively impacted their television viewing habits,
· 49%(nearly half) reported no change, whereas,
· 15% reported that their tablet viewing has resulted in a decrease in their television viewing.
3. Even the tablet owners falling in the 50+ years’ age group reported that the net impact of tablet viewing on their television viewing is close to zero.
The conclusion drawn by ‘The Diffusion Group’ is of special significance to those who are involved in television industry including the broadcasters, advertisers, and mechanical operators. The research concluded that the usage of tablets like iPads and Kindle fire for watching online television shows drives greater television viewing especially among the hard to reach and highly desired target audience between 18-49 years. Dish Latino Dos and other packages can be compared on Latino Satellite.
While the iPad is still owned by a relatively small portion of the US population, the use of tablets is expected to rise in the coming years. With the introduction of affordable tablets like the new Amazon Kindle Fire, more people are likely to use tablets to watch online television. ‘The Diffusion Group’ believes that instead of worrying about the impact of tablet viewing on television viewing, broadcasters should take advantage of the current trend. In addition to benefiting from increased regular television viewing, broadcasters can benefit from generating revenues from pay per view, online video advertising, and streaming subscriptions.
In a nutshell, with more and more consumers using tablets like iPad and the latest Amazon Kindle Fire, to watch online television shows over Wi-Fi or other networks in and out of their homes, it is time for professionals related to television industry to reap the benefits of this current trend and utilize it to their advantage. While it seems logical that tablets may decrease the regular television viewing but it is not true.
The evidence suggests that using tablets to watch online television shows has either no impact on television viewing or a positive impact on television viewing. There are little or no chances of negative impacts of tablet viewing on television viewing, therefore broadcasters should focus all their energies towards getting the attention of those hard to reach and highly desirable target customers who can become their loyal customers.
With the proliferation of these devices that have a potential to steal attention, many television professionals are concerned about the future of the television viewership. However, research suggests that tablet viewing does not impact television viewing in a negative manner. People still prefer bigger screens to watch televisions and these devices only serve to compliment their viewing.
D. Baxter is a technology consultant and a frequent blogger. She loves to share her views about the latest gadgets through her blogs and articles. The author believes that technological gadgets like iPads and Kindle Fire do not pose a threat to regular television viewing but are actually driving greater television viewing. She always suggests Dish Latino Dos and other packages can be compared on Latino Satellite.