Young Canadians prefer Internet over TV
Michelle Clancy | 07-12-2012
Streaming video is on the rise for younger Canadians, with IP-delivered content actually outstripping traditional broadcast viewing among 18-39 year-olds.
New research on multitasking from CTAM Canada shows that while TV remains the king for video delivery overall, some demographics are more likely to embrace content on multiple screens, including smartphones and tablets.
Also, the younger group is more likely to eschew traditional TV altogether, instead spending more time surfing the Internet, checking email, using social media or playing games—albeit sometimes while sitting in front of the TV.
The results echo Nielsen's just-released Cross-Platform Report, which found that almost 40% of Americans are using their tablets or smartphones while watching TV, at least once a day. That rises to 50 percent in 18- to 24-year-olds who are the biggest attention-dividers, Nielsen said. A significant use of smartphones while watching TV is shopping, the survey found, found to be popular with almost 30 percent of 25- to 34-year-olds.
And in fact, all of that activity may be having a effect in overall viewing averages. Nielsen found that live viewing in the second quarter of 2012 averaged 4 hours and 18 minutes a day, down 5 minutes a day from the second quarter of 2011.