By Sahil Patel
Here’s a no-brainer: Smartphones and tablets are more likely to be used for watching films and TV shows on the go rather than inside the home.
But by how much? According to new research from Frank N. Magid Associates, on behalf of Crackle, roughly a quarter of consumers ages 18–49 use smartphones to watch film and/or TV content while on the go, versus 15% of the same demographic who do the same while inside their house. Similarly, 22% of respondents reported using tablets to stream film or TV content outside of the house, compared to 19% inside.
Connected TVs are the most popular devices inside the house, per the study, which found that 54% of respondents streamed films or TV shows via an internet-connected TV. The study also uncovered that 96% of the respondents had the ability to stream video on an internet-connected TV, which suggests that connected-TV devices (game consoles, streaming boxes/dongles, actual internet-connected smart TVs) are on the path to widespread adoption, at least among the 18–49 age demo.
Other notable findings from the study include some good news for advertisers: 63% of respondents prefer free, ad-supported film and television content on tablets, and 62% indicate the same for smartphones. Meanwhile on connected-TV devices, respondents are more willing to pay a monthly subscription fee to avoid commercials (40%), though 51% still have no issue with watching ad-supported stuff, as long as it’s also free.