Connected TV Viewing Habits Revealed

August 30, 2012

If you're looking for the motherlode of connected TV stats, it's your lucky day because YuMe has a fantastic white paper to sate all of your Smart TV needs.

The Who, What, When, Where, Why, and How of Connected TV & Advertising provides insights on how viewing preferences on Web-enabled TV sets can shape the strategies for brands and ad agencies to generate consumer awareness, audience engagement and sales. The report found that 90 percent of users notice ads on connected sets, largely pre-rolls, and 70 percent said they interacted with advertising relevant to them. The paper found that 19 percent ultimately pull the trigger and buy a product because of a connected TV ad.

Who are connected TV viewers?

Surveying viewers between 18 and 54 years old, YuMe found connected TV viewers skew younger, with a median age of 34, and tend to watch with at least another person, mostly in living and family rooms. Most connected TV households have more than one person; only 7 percent of homes with iTVs are inhabited by people who live alone. These consumers are broken down into four different categories:

Gamers: The youngest spectrum of users, their TV sets are connected via their game consoles, which are also used for online games and music.

Movie fanatics: The oldest spectrum of users, most movie fanatics own Blu-Ray players. Unsurprisingly, they use their sets to stream movies from the Web.

Entertainment junkies: An affluent group, these consumers typically have children and own tablets and set-top boxes to stream short videos and watch the news.

Trendsetters: An ethnically diverse group -- 22 percent African American and 20 percent Latino -- these consumers own smartphones and smart TVs. They use their connected sets to stream music and watch short videos.

Most (55 percent) connect their TVs with a single game console, Blu-Ray player, connected TV or set-top box, while the rest employ a mix of several devices.

What are connected TV viewers watching?

Most people (44 percent) are watching network TV shows on their connected sets on a daily basis. Reinforcing our Video Index finding that big screens aren't conducive for short-form content, we see only 22 percent are streaming YouTube and other short videos.

When are connected TV viewers watching?

On weekdays, viewers are fonder of short-form content from noon to 6 p.m., and prefer TV shows on weeknights and weekends.

How do connected TV viewers find content?

The dearth of smarter recommendation engines is something we've talked about before. It appears users are searching directly for content or browsing menus. Only 23 percent say they use recommendations based on popular content. 


Over on the money side of things, we see that the majority of viewers prefer short ads when watching short-form video and television shows. They lean toward a monthly subscription when watching movies.

Most viewers are familiar with pre-rolls. After encountering ads, about 32 percent say they will follow a brand on various social networks. Some will look for more information, watch a longer version of a commercial or ask for more information over email. Almost a fifth say they have made purchases as a direct effect of a connected TV ad.

For more information about Connected TV viewers, check out the YuMe report.

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