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| Advertisers: Keep an Eye on Connected TV |
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21 million people in the US access content through connected TVs, they watch video ads coast to coast and act on it.
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US users devote 12 hours a week to watching their connected TVs.
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Consumers have changed their video viewing habits significantly over the last few years, raising a lot of questions. Thus, Tremor Video commissioned Frank N. Magid Associates to run a study to analyze the audiences' habits and preferences as they increasingly turn to connected TV to access content in the US. The researchers recruited 1,010 video viewers from across the country between the ages of 18 and 54
The results are clear: connected TV is leading the video charge.
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Among the different devices people use to connect their TV to the internet, the Nintendo Wii, the PlayStation 3 and the Xbox 360 take the lead with 34%, 32% and 30% respectively.
In addition, while computers are at the top of the list in regard to the amount of people who watch video online (126 million), connected TV as already reached 21 million users, towering over tablets' 18 million. Connected TV does take the lead as far as the amount of time used to watch video goes: users devote 12 hours a week to their connected TV, which surpasses computers (9 hours), smartphones (5 hours) and even tablets (8 hours).
The study also shows out of those 12 hours a week, 7.3 are devoted to watching long-form connected TV video: 69% stream movies over the internet, 63% stream full-length TV shows, 42% download movies, 69% download full-length TV shows and 38% watch online video clips.
All this has a clear impact on advertising: according to the researchers, video ads on connected TV are influential, as 38% of those polled stated they visited a website mentioned in an ad, 36% considered purchasing a product mentioned, 34% looked for a product advertised in a store or online, and 32% told someone else about the information seen in the ad.
The numbers are there, now all that's left is for advertisers to take notice. At some point, the scale will start to balance.
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