New consumer research from Parks Associates identifies seven key groups of consumers based on their consumption habits across multiple screens. Revealed in the research report 360 View: Entertainment Services in U.S. Broadband Households, these segments are designed to help service providers, content producers, and CE makers better refine service offerings and product features to appeal to particular groups of consumers.
The segments identified are as follows:
- Avid Viewers – High affinity for and consumption of video on all platforms
- Rooted Viewers – Heavy consumers of content on television and computers
- Traditionalists – Television is their favorite, but not only, platform for viewing video
- Purists – Watch programs exclusively on TVs
- Multiscreeners – Often watch on alternative video platforms
- Travelers – Highly value mobility and mobile consumption
- Light Users – Marginal consumption on all platforms
The report also includes an evaluation into the impact of broadband subscriptions on the selection of video provider and provides insight into new opportunities for video service providers.
For more information on this 360 View, click here or contact Parks Associates via email. You can also download the Table of Contents.
