CEA data shows TV is used to watch television - mobile watching not meaningful

Although the rate that people are watching Content / TV on mobile device is increasing , it is far from a number that moves the needle. Data and article from CEA's latest survey.

JZ

Smartphones, Tablets Not Yet Meaningful Portion Of Total Video Viewing: CEA

TVs Used for Two-Thirds of Video Viewing Time and Computers Account For 30%, According to Survey

By Todd Spangler -- Multichannel News, 5/14/2012 2:50:17 PM

While TVs are used for two-thirds of overall video viewing time among U.S. adult Internet users, and laptops or desktop computers account for another 30%, smartphones and tablet computers are not yet "significant sources" of video viewing in terms of time spent, according to a survey by the Consumer Electronics Association.
Video tends to be viewed from a television set, either an HDTV (44% of viewing time, on average) or a basic, non-HD TV (18%), the CEA found in "The Evolving Video Landscape" study released Monday. Almost one-third of video viewing time is spent using a laptop or notebook computer (16%) or a desktop (14%).
According to the CEA survey, the average time spent viewing on a typical day, based on self-reported information, is 3.2 hours. That's lower than figures reported by Nielsen, which estimated that the average U.S. TV household spent 4 hours 35 minutes per day watching TV in the fourth quarter of 2011 (plus 22 minutes of DVR content).
While mobile devices aren't registering in terms of video-viewing time, 66% consumers watch video content on TV are simultaneously using other consumer electronics devices -- a behavior is more prevalent among younger consumers, the CEA survey found. According to the study, 85% of 18-to-24-year-olds and 70% of 25-to-34-year-olds multitask with another device while watching video on a television.
"Consumers are watching more video than they have in years past and they are seeking devices and technologies that deliver a quality video and audio experience," Shawn DuBravac, CEA's chief economist and director of research, said in announcing the report. "However, younger consumers accustomed to multitasking are defining new video behaviors as they watch video content across multiple platforms, on their own schedule, all while interacting socially on their devices with their friends."
Meanwhile, the CEA study found that viewing of video content on portable devices is experiencing strong positive momentum, with 40% of consumers watching more than a year ago and only 9% viewing less. About 57% of consumers cite convenience as the major reason for viewing more on devices like smartphones, tablet computers and laptops.
If the availability of content were not an issue, most consumers would choose to watch video on their TV, the survey found. When consumers decide which device to use for viewing video in a particular situation, five criteria stand out as the most important: the quality of the video image (86% consider highly important), the ease of use (82%), the quality of the sound (80%), convenience (80%) and access to appealing content (75%).
In addition, the CEA survey found that 48% of consumers planning to purchase a TV in the next 12 months will be replacing an aging, obsolete or broken set. About half (51%) are looking for improved picture quality in a new display and half (50%) want a larger screen size.
One in four (24%) consumers with intentions to purchase a TV over the next year expect to purchase a 3DTV; 21% plan to purchase an OLED display; and 25% plan to purchase an Internet-enabled TV. The CEA noted that "while stated purchase intentions do not always translate to transactions, the study clearly shows many consumers have their eyes fixed on newer TV technologies."
The CEA's Evolving Video Landscape Study surveyed 1,002 U.S. adults between February 22 and March 2, 2012. The margin of sampling error at 95% confidence for aggregate results is 3%.