TORONTO – While television is still the leading video consumption medium among Canadians, those aged 18-39 now report their viewing of content now happens more often online than via a traditional TV experience, according to the latest In Touch Report done by Charlton Strategic Research for CTAM Canada.
However, that multi-screen experience is additive, says the research, as Canadians report they are consuming more video than they ever have since they can get it more ways and at any time. Overall, 18% of Canadians say they are watching more content than ever before and 42% report that the various multi-screen options has improved their experience somewhat or a great deal. Among 18-24 year-olds, 38% say they are watching more TV content than ever and 63% say multiplatform availability has improved their experience.
News and TV series are the most-watched genres on mobile devices.
Additionally though, thanks to laptops, tablets and smartphones, attention paid to the video content is lessened as multi-tasking dominates viewing time. 18-39 year olds are surfing, e-mailing, tweeting and Facebooking while that TV or movie content is also playing in front of them. However, 30% of them are busy looking for additional information about the shows they’re watching.
The data for this study was obtained from an online survey of 2,044 Canadians aged 18-plus between June 25 and July 12, 2012.
For the full report, available to CTAM Canada members, go to www.ctam.ca.
