Key Trends:
Connected TV Rise: As consumers age, preference for watching video services on connected TVs increases dramatically.
Young Consumers: Those aged 18-24 favor non-connected devices like smartphones and laptops, often due to their preference for social video (like TikTok) and online streaming (SVOD).
Age 25-34: A significant shift occurs. Connected TV becomes the go-to for about half this demographic.
Peak Adoption: Connected TV usage often peaks in the 45-54 age group, potentially exceeding 75% adoption depending on the market.
Why the Shift?
Lifestyle Factors: As people age, their household composition changes (e.g., starting families, owning homes). This often aligns with the convenience and communal experience of connected TVs.
Socioeconomics: Older age groups may have differing time availability and retirement status, impacting their consumption habits.
Important Notes:
Even among younger viewers, a significant portion uses connected TVs alongside other devices.
The data suggests a generational trend, not just an individual aging effect. As younger generations age, their connected TV usage might follow similar patterns.
Overall takeaway: Connected TV represents a major market opportunity as various age groups adopt it more heavily. This has implications for content providers, advertisers, and device manufacturers.
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