2014 is the year TV will change most dramatically, according to Business Insider and eMarketer, and reach a “tipping point”, which is where is the point at which a series of small changes or incidents becomes significant enough to cause a larger, more important change.
Specifically, 50% or more US internet users, will consume digital TV online; through mobile devices, tablets and laptops in the US this year. The significance of this metric is explained by the Verge, who makes a compelling case a that US Network TV is nearing collapse.
Interestingly, no one is thinking to measure how much second screen or media stacking could be having an effect on the how much consumers are ad skipping. Nielsen themselves are giving the numbers. When do you think viewers actually use their mobile devices? During commercials of course.
• In US, 77% use TV & internet simultaneously (Nielsen)
• 86% of US smartphone and 88% of tablet owners use it while watching TV once a month (Nielsen)
• 45% use their tablet while watching TV daily (Nielsen)
• 44% of total tablet usage is while watching TV (Nielsen)
• 62% of TV viewers pick up the phone as soon as TV advertising break starts. (Nielsen)
As smartphones and tablets become more ubiquitous, this behaviour is only going increase. Not only are audiences shrinking, but those that are still there are, between PVR and media stacking, are apparently not watching or paying attention much to 30 second spots.
Full Story at the Verge: http://www.theverge.com/2014/1/11/5299736/is-american-network-tv-facing-collapse