The number of US tablet users will increase by 61% from 2013 to 2014 to exceed 130 million in 2014, according to a white paper on multiscreen video strategies from Parks Associates and mPortal. And they'll be looking for video to watch on their new gadgets.
The research, presented during The Cable Show in Washington, DC, addresses the impact of connected device ownership on consumer video-viewing experiences, and analyses the monetisation strategies created by emerging second-screen activities and consumer interaction with digital media.
"Tablet adoption, now close to 50% of all US broadband households, increases demand for mobile video and content services," said Heather Way, senior research analyst at Parks Associates. "Our research finds 44% of tablet owners increased their video usage on the device over the past year. Content owners and service providers have the dual challenges of managing video delivery and discovery on multiple platforms while also improving consumer engagement."
Parks Associates research shows more and more TV viewers, especially those under 30, are using smartphones and tablets while watching video on a TV set. Common second-screen activities include reading tweets, looking up show information and shopping. Growth in smart TVs, which will exceed 50% of all US broadband households, also opens new avenues for video delivery and consumer engagement.
"Any effective strategy for digital media has to reach across multiple devices to engage consumers," said DP Venkatesh, CEO at mPortal. "Consumers are accelerating their video viewing outside of traditional channels, and cloud-based video management and second-screen integration are becoming essential in providing consistency and value in the viewing experience. We are pleased to be working with Parks Associates in analysing the current state of the market and exploring future directions and business."
From the article, "Tablet ownership set to skyrocket in 2013, driving video thirst" by Michelle Clancy.
