平板电脑的普及对电视的影响

数据显示,平板电脑对电视的影响并不大,大部分人还是会像平时一样收看电视节目,在18-49岁年龄段有14.9%的观众比以前看电视少,50岁以上的人有28.6%的观众比以前看电视少,平板电脑对大龄人士的影响更大。国内电视台需提高节目质量,才能遏制收视率的下降,而无需抱怨新兴媒体。

 


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With tablet ownership on the rise, internetusers are turning to the big-small screen for a variety of content activities,not least of which is watching video content.

 

But even if their tablets are the latestdevice for TV watching, they seem not to make much difference in traditionalTV-viewing habits for most owners. About half of tablet TV viewers of all agestold market researcher The Diffusion Group they were watching the same amountof regular TV as before. Respondents under 50 were likely to say they watchedmore regular TV after getting a tablet—about two in five indicated this, tovarying degrees. For older users, approximately the same percentage of viewerssaid they were watching more TV as the percentage who said they were watchingless.

 

August research from Altman Vilandrie foundthat younger tablet owners were most likely to use the devices to watch TV,with more than half of owners under 35 doing so at least weekly, vs. 19% ofthose 55 and older. In combination with The Diffusion Group’s research, thissuggests that, if anything, traditional TV time may increase hand in hand withtablet usage and tablet TV viewing.

 

Tablets also contribute to TV viewing inanother way: by giving consumers more ways to multitask while they watch. GfKMRI found that posting to social media about the show being watched was themost popular activity among tablet-TV multitaskers, followed by looking upinformation about advertised products, which came in at a respectable 28% ofrespondents.

 

Overall, GfK MRI reported, 63% of tabletowners multitasked with their devices while watching TV in the week beforebeing polled.

 

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文章名称:How Tablets Affect TV Viewing
文章来源:emarketer
文章链接:http://www.emarketer.com/Article.aspx?R=1009405


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