15 percent of TV viewing takes place on tablets, says Viacom

motorola-xyboard-10.1-netflixHave tablets already eclipsed PCs as the second most popular way to watch television? A new study funded by Viacom says yes, tablets already have the silver medal. While watching full-length shows on an HDTV remains the most popular way to view, tablet viewing now accounts for 15 percent of the pie, according to the study. This is, of course, if you trust a study called “Tapping Into Tabletomics” funded by Viacom, a huge corporation that owns several TV networks including Comedy Central, MTV, BET, Nickelodeon, Spike, VH1, and, of course, Paramount Pictures.

Still, if we are to believe the study, which surveyed “more than 2,500 people ages 8-54” and performed “in-depth interviews with dedicated tablet users in New York and Los Angeles,” in two years time, tablets have gone from relative non-existence to completely dominating the entertainment habits of those who watch media on anything besides a TV. Of course, we don’t really know what criteria Viacom used to survey people. Were they all fans of Viacom networks? It seems like it, based on the press release’s endorsement of MTV and VH1 shows. 

What wasn’t published is more interesting. We don’t know what percentage of users watch TV on… TV, nor do we know how many watched full-length shows on a computer or smartphone. Some vague info was given on what services these people watch, but not much. Apparently, those who use Netflix, Apple TV, AirPlay, or Amazon Whispersync are more likely to use tablets.

Finally, according to the study, 62 percent of tablet owners use their device daily for an average of 2.4 hours per day and 85 percent of tablet use is for personal reasons, not business. Also, they’re all alone: 77 percent of people use tablets alone. About 18 percent of owners are using their tablets for practically everything, somewhat replacing the need for a PC, TV, gaming console, and maybe even their smartphone. Everyone else is much more moderate. The iPad is also, as we know, the most popular tablet for just about everything.

So what have we learned? Well, this study does prove that tablets exist and some people watch TV on them. We’ll have to wait for another study to learn exactly how they watch TV though, because details are scant. 


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