iPad, Tablet Owners More Likely to Watch Video

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iPad, Tablet Owners More Likely to Watch Video
By Swanni

Owners of iPads and other tablets are three times more likely to watch videos on their gadgets compared to smartphone owners, says a new study from comScore, as reported by Home Media Magazine.

In addition, the study says one in every four tablet owners pay to watch video and one in 10 watch video on a daily basis.

Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on the go and, perhaps most notably, in the home," said Mark Donovan, comScore's senior vice president of mobile. "It's not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits, including TV viewing."

The comScore report said more than 50 percent of tablet owners watched video on their tablet since April, compared to 20 percent of smartphone owners.

Commentary
This should come as no surprise. I've been saying for years that the smartphone screen is too small to enjoy watching video on the go. (Remember Apple's 3.5-inch video iPod? Some analysts said it would revolutionize the industry; I said it would be a bust because of the small screen.) But the iPad has a screen that's nearly 10 inches. While that doesn't compare to your 50-inch living room set, it's large enough to hold your attention without the need to squint or necessitate a headache.

As streaming becomes faster and more readily available in non-home situations, look for tablet video viewing to increase even more, albeit not at the rate that some might hope for.

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Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

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