Traditionally, videos have been watched primarily in people’s homes all around the world. Now, with the fast adoption of Smartphones and tablets by users worldwide, video consumption is also changing considerably. Tablet and Smartphone users take video outside their homes and experience increasing popularity. US consumers are mainly watching videos of TV shows and movies on their connected TVs. However, for consumers wanting to watch videos outside of their homes, Smartphones and tablets are great ways to stream TV, movies and other things on the go rather than at home (eMarketer 2013).
POPULAR STREAMING DEVICES
In the US, the most popular streaming devices are the connected TV at home with 54% of households in September 2013. Out of home, computers are leading the way with 33%, followed by 25% of US consumers using Smartphones and another 22% of tablets. This is quite a considerable figure and is far overtaking the percentage of US consumers streaming TV series and shows at home.
In many countries, Smartphones and tablets are often used for research purposes at home and out of home. However, increasingly consumers take advantage of the fact that videos, TV shows and movies can be streamed from anywhere. For many consumers working, tablets and Smartphones are a welcome device to take advantage of watching videos during their lunch break, on the way to work or on the way back.
OPPORTUNITIES FOR TOURISM
This new way of consuming videos on the go, is a major opportunity for tourism and in particular for destinations and tourism businesses that do provide rich media for their consumers. Rich media is essential when getting inspired and when planning a holiday, so tablets and Smartphones are integral tools for consumers to use when watching and streaming videos.
Interestingly, eMarketer also looked in detail at the opportunities of paid streaming. More than 63% of US consumers indicate that when watching TV shows and videos on tablets, they would accept commercials or ads if the streaming would be free of charge. This is very interesting, as consumers using a connected TV to stream videos and shows would rather pay a monthly subscription and have no commercials. For most videos being streamed on the go through mobile devices, placing ads is a major opportunity for marketers to get consumers’ attention.
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