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Three out of seven key segments dominate multiscreen video

Despite the diffuse nature of multiscreen devices, just three types of consumers — travellers, avid viewers and multiscreeners — watch the most mobile video content according to research from Parks Associates.

In its 360 View: Entertainment Services in US Broadband Households survey of 10,000 US broadband households in the first quarter of 2014, these three segments average nine hours of viewing per week on a smartphone or tablet compared with less than 15 minutes per week for the remaining four segments. The average among all US broadband households is 2.9 hours per week, and the travellers, avid viewers and multiscreeners groups represent less than one-third of all homes.

These three segments also have high percentages of younger consumers, with roughly half from each segment aged 18-34, but there are notable differences among them, especially in pay-TV subscriptions.

From the article "Three out of seven key segments dominate multiscreen video."

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