‘First Glance’ TV Viewing Segments, 2012
Summary
According to TDG’s ‘First Glance’ ratings (metrics based on the order in which respondents turn to various TV content sources), live broadcast TV shows and movies remain the first choice for the majority of the TV viewers (65%), followed by DVR-recorded material (17%) and online video (9%).
Based on these metrics, advanced segmentation is possible, and we identify five distinct segments of TV viewers.
Black-Box Baulkers: As the name suggests this segment does not like black boxes of any kind (DVRs, DVD players, iSTBs, etc.). For these consumers, broadcast programming ranks first followed by pay-TV VOD.
TV Traditionalists: This segment relies heavily on traditional content sources like broadcast and DVDs. Internet video is gradually making a place among the members of this group (“gradually” being the key word).
Broadcast Castoffs: This segment is most averse to broadcast, relying instead on Internet video, DVR-recorded content and DVDs for its video needs.
DVR Devotees: This segment consists of generally older consumers who have latched on to DVRs in order to have some control over what they watch on TV, but still rely heavily on broadcast (whether live or recorded) and are not interested in other new sources of video like on-demand and Internet video.
New Video Enthusiasts: This segment is comprised of consumers who have embraced all new forms of video (Internet video, on-demand, and DVR), as well as traditional forms like broadcast and DVD. With multiple children living in the home, they use all sources of video available.
This report profiles these segments based on a variety of characteristics, including demographics, CE use, and online video behavior, among others.
Table of Contents
Key Findings
1 Introduction
1.1 Objective
1.2 Methodology
1.2.1 Survey
1.2.2 Explaining the ‘First Glance’ Measurements
1.3 Definitions
2 Identifying ‘First Glance’ TV Viewers Segments
2.1 Distinguishing ‘First Glance’ TV Viewer Segments
2.2 Defining Characteristics of ‘First Glance’ Segments
2.2.1 Black Box Baulkers (B3s)
2.2.2 TV Traditionalists
2.2.3 Broadcast Castoffs (BCs)
2.2.4 DVR Devotees
2.2.5 New Video Enthusiasts (NVEs)
2.3 Summary Characteristics of ‘First Glance’ TV Viewer Segments
2.4 Demographic Profiles of ‘First Glance’ TV Viewer Segments
2.5 Other Key Demographics
2.6 Comparing Prime TV Demographic and ‘First Glance’ TV Viewer Segments
3 CE Ownership and Usage Profile
3.1 TV Ownership
3.1.1 Number and Types of TVs Owned
3.1.2 Smart TVs – General Use and Connection to the Internet
3.2 Ancillary Net-Enabled TV Video Platforms
3.2.1 Types of Game Consoles Owned
3.3 Other CE Devices
4 Video Viewing Behavior
4.1 Distribution of Total Video Viewing Time by Device
4.2 Weekly TV Viewing
4.2.1 Weekly Hours
4.2.2 Distribution of Weekly TV Viewing Time by Video Source
4.3 Use of Pay-TV Services
4.3.1 Pay-TV Service Status and Service Used
4.3.2 Use of Value-Added Pay-TV Services
4.3.3 Monthly Pay-TV Expenses
4.3.4 Year-over-Year Change in Use of Pay-TV On-Demand Services
4.3.5 Non-Pay-TV Subscribers
4.4 Downgrading and Canceling Pay-TV services
4.4.1 Short-Term Proclivities
4.4.2 Rationale
4.5 Top 10 Most Preferred TV Channels
4.6 Use of Physical Video Discs
4.6.1 Discs Rental
4.6.2 Discs Purchased
4.7 Use of OTT on Connected TVs
4.7.1 Type of Internet Service Used
4.7.2 Weekly OTT Time on Net-Connected TV and YoY Change in Frequency
4.7.3 Breakdown of OTT TV Time by Connected Platform
4.7.4 Fee-based OTT Services
4.7.4.1 Fee-based OTT Services: Subscription and Weekly Use
4.7.4.2 Change in Use of Online Fee-based VOD Services
4.8 OTT Video Viewing on Non-TV Devices
4.8.1 On PCs
4.8.1.1 Weekly Time Spent and YoY change
4.8.2 On Pads and Tablets
4.8.2.1 Time Spent and YoY change
4.8.2.2 Type of Video Viewed on Tablets/Pads at Least Once a Week
4.8.3 On Smartphones
4.8.3.1 Time Spent and YoY change
4.8.3.2 Type of Smartphone Video Content Viewed
5 Final Thoughts
List of Exhibits
Exhibit 1 – Content Rankings within Factor Analysis, by Weight
Exhibit 2 – ‘First Glance’ TV Viewing Segments among ABUs
Exhibit 3 – ‘First Glance’ Characteristics of Black Box Baulkers
Exhibit 4 – ‘First Glance’ Characteristics of TV Traditionalists
Exhibit 5 – ‘First Glance’ Characteristics of Broadcast Castoffs
Exhibit 6 – ‘First Glance’ Characteristics of DVR Devotees
Exhibit 7 – ‘First Glance’ Characteristics of New Video Enthusiasts
Exhibit 8 – Summary Characteristics of Black Box Baulkers
Exhibit 9 – Summary Characteristics of TV Tradionalists
Exhibit 10 – Summary Characteristics of Broadcast Castoffs
Exhibit 11 – Summary Characteristics of DVR Devotees
Exhibit 12 – Summary Characteristics of New Video Enthusiasts
Exhibit 13 – Demographic Profile of ‘First Glance’ TV Viewer Segments
Exhibit 14 – Current Residence, Children in Household, and Tech Adopter Status
Exhibit 15 – Prime TV Demographic and ‘First Glance’ Segments
Exhibit 16 – Number and Types of TVs Owned
Exhibit 17 – Smart TV Ownership and Connectivity
Exhibit 18 – Ownership and Net Connectivity of Ancillary Net-Enabled TV Devices
Exhibit 19 – Ownership and Net Connectivity of Game Consoles
Exhibit 20 – Ownership of Other CE Devices
Exhibit 21 – Distribution of Total Video Viewing Time by Devices
Exhibit 22 – Weekly TV Viewing Time
Exhibit 23 – Distribution of Weekly TV Viewing Time
Exhibit 24 – Pay-TV Service Status and Service Used
Exhibit 25 – Use of Value-Added Pay-TV Services
Exhibit 26 – Monthly Pay-TV Expenses
Exhibit 27 – YoY Change in Use of Pay-TV On-Demand Services
Exhibit 28 – Time Since Last Pay-TV Subscription
Exhibit 29 – Proclivity to Downgrade / Cancel Pay-TV Services in Next Six Months
Exhibit 30 – Rationale for Downgrading/Cancelling Pay-TV Services
Exhibit 31 – Top 10 Most Preferred TV Channels
Exhibit 32 – Number of Discs Rented and YoY Change in Rental Behavior
Exhibit 33 – Number of Discs Purchased and YoY Change in Purchase Behavior
Exhibit 34 – Residential Broadband Services in Use
Exhibit 35 – Weekly OTT Time on Net-Connected TV
Exhibit 36 – Breakdown of OTT TV Time by Connected Platform
Exhibit 37 – Fee-based OTT Services: Subscription and Weekly Use
Exhibit 38 – Year-over-Year Changes in Use of Fee-based OTT VOD Services
Exhibit 39 – Weekly Time Spent Watching Online Video on PCs and YoY Change
Exhibit 40 – Weekly Time Spent Watching Online Video on Tablets and YoY Change
Exhibit 41 – Type of Content Viewed on Tablets/Pads at Least Weekly
Exhibit 42 – Weekly Time Spent Watching Online Videos on Smartphones and YoY Change
Exhibit 43 – Type of Content Viewed on Smartphones at Least Weekly
