NEW YORK, NY ? ? Consumer media habits are rapidly shifting toward online video and mobile devices, according to tracking study from Ipsos MediaCT?s LMX (Longitudinal Media Experience).
The study conducted in Q2 2013, found that 22% of a consumer?s total time online is now spent watching video, up from 15% one year ago. It says the shift toward video access at any time and at any location is part of a ?sea change? in the technological devices that consumers own.
The study also found that consumers continue to consume more media on the go and on individual schedules, with viewing video on mobile devices and time-shifted video viewing both up significantly. ?
“Mobile and highly-connected devices are rapidly replacing less mobile and stand-alone devices, and facilitating the consumer desire access to any type of media, anytime, from any location. It?’s evolution ?? survival of the technological fittest, with ‘?fitness’? referring to how well devices and services fit into modern lifestyles and continually rising expectations,?” said Ipsos MediaCT’s VP and LMX study director Mark McLaren in a release.
As part of these broader trends, video subscription services such as Netflix, Watch Instantly, and Hulu Plus have also shown increases in membership. Over half of consumers have watched online video through a free video streaming website and more than one-fifth have watched it via a paid subscription service.
The largest yearly increases are seen in ownership of mobile devices such as smartphones (61% vs. 51%) and tablets (34% vs. 21%), with smaller increases seen for laptops (77% vs. 72%) and eReaders (24% vs. 19%). At the same time, there has been a steady decline in ownership of less mobile devices like desktop computers, currently at 64% and down from 68% one year ago.
