Consumer research and analysis from Parks Associates suggests that three out of seven unique consumer segments account for the majority of mobile video viewing, averaging nine hours per week on a smartphone or tablet compared to 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 these three groups represent less than one-third of all homes.

The report – 360 View: Entertainment Services in U.S. Broadband Households – with research from a 1Q 2014 consumer survey of 10,000 US broadband households, identifies these three segments as Travellers, Avid Viewers, and Multiscreeners. They are three of seven total segments the research firm identified based on consumers’ video viewing habits across screens, including TVs, computers, and mobile devices. These three segments also have high percentages of younger consumers, with roughly 50 per cent from each segment ages 18-34, but there are notable differences among them, especially in pay-TV subscriptions.

“Many in the industry often refer to young consumers as a single group, yet our research clearly shows that there are multiple groups of young consumers,” said Brett Sappington, director, research, Parks Associates. “Multiscreeners are most likely to be cord cutters. Only 76 per cent subscribe to a pay-TV service, compared to 87 per cent of Travellers and 93 per cent of Avid Viewers. Ultimately, each segment has unique characteristics, viewing habits, and spending patterns.”

From the article "Travellers, Avid Viewers, and Multiscreeners consume most video." 

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