Study: 63% Who Watch Video on Tablet Did So With TV Available

17 Feb, 2012 By: Billy Gil

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A new study from market research firm Chadwick Martin Bailey suggests major changes to TV-watching habits.

The study of more than 1,400 consumers showed more than half (54%) have tried alternatives to pay-TV (Netflix, Apple TV, etc.), with 16% of those studied saying they’re likely to reduce their level of pay-TV in the next year. And TV is not just losing out in the pay-service sense — 63% of people who recently watched TV on a tablet said they used a tablet even when they had access to a TV with similar content available, according to the study.

“These findings show every part of the consumer TV and movie watching experience is up for grabs,” says Jon Giegengack, director at Chadwick Martin Bailey. “In the digital music revolution, the primary shift was in how music was bought and stored. When it comes to TV and movies, everything has the potential to change: whom consumers buy from; how much they pay (if they pay at all); and the range of times and places offering viewing opportunities.”

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