Monday, June 10, 2013

U.S. tablet owners to increase 61% in one year to exceed 130 million in 2014

International research firm Parks Associates and mPortal today highlighted new research on connected devices in the whitepaper "Enabling Connected Media Experiences: Mastering Video Delivery, User Engagement, and Monetization Strategies," during The Cable Show in Washington, D.C., June 10-12.

This industry whitepaper addresses the impact of connected device ownership on consumer video-viewing experiences and analyzes the monetization strategies created by emerging second-screen activities and consumer interaction with digital media. Parks Associates reports the number of U.S. tablet users will increase by 61% from 2013 to 2014.

"Tablet adoption, now close to 50% of all U.S. broadband households, increases demand for mobile video and content services," said Heather Way, senior research analyst, Parks Associates. "Our research finds 44% of tablet owners increased their video usage on the device over the past year. Content owners and service providers have the dual challenges of managing video delivery and discovery on multiple platforms while also improving consumer engagement."

"Any effective strategy for digital media has to reach across multiple devices to engage consumers," said D.P. Venkatesh, CEO, mPortal. "Consumers are accelerating their video viewing outside of traditional channels, and cloud-based video management and second-screen integration are becoming essential in providing consistency and value in the viewing experience. We are pleased to be working with Parks Associates in analyzing the current state of the market and exploring future directions and business opportunities."

Parks Associates research shows more and more TV viewers, especially users under 30, are using smartphones and tablets while watching video on a TV set. Common second-screen activities include reading tweets, looking up show information, and shopping. Growth in smart TVs, which will exceed 50% of all U.S. broadband households, also opens new avenues for video delivery and consumer engagement.

The whitepaper examines the habits of the "hyperconnected consumer," including viewing and second-screen habits, and addresses the challenges in capturing consumer attention. It also analyzes strategies to increase consumer engagement as viewers adopt new devices and digital channels to view content.

From the article, "Parks Associates: U.S. tablet owners to increase 61% in one year to exceed 130 million in 2014." 

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