Eight percent of adult broadband users stream up to 91 minutes of...
Eight percent of adult broadband users stream up to 91 minutes of online video weekly, an “extreme techies” segment in which 38 percent also connect their computers to televisions to watch video, according to new Nielsen research. The CTAM-commissioned…
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study used both “attitudinal and behavioral data” across TV, computers and mobile phones, creating eight categories of broadband users based on their engagement with video on different platforms, said Christie Kawada, vice president of Nielsen’s Custom Television Group. In the extreme-techie segment, 63 percent are male, 47 percent are married and 74 percent said they access online video from the desktop, the study said. Sixty-four percent watch TV shows online to supplement their regular TV viewing, 60 percent “typically” know what they want to watch online before sitting down and 55 percent say they have found shows online and then watched them on TV, it said. The last three findings are more than double the average for all broadband users. Extreme techies on average also own “slightly over” four cross-platform devices for watching TV or movies, double the total sample’s average, and they have the highest percentage of viewership on game consoles (46), mobile phones (33) and “set top media boxes” (17), Nielsen said. “We now have critical insights that go far deeper than any existing research to explore how these elusive segments may shape the future of content viewing and multi-platform adoption,” said CTAM President Char Beales. Other categories of broadband users and their percentages of the total were modern media mavens (13), trendsetters (9), on-the-go timeshifters (15), TV-seeking enthusiasts (14), TV-devoted online socializers (8), all-around traditionalists (7) and entertainment indifferents (17).