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Where and why do people watch video on smartphone vs. tablets

Where and why do people watch video on smartphone vs. tablets

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Published by ctmedia
Survey results on what words, images and situations people associate with watching movies and TV on tablets vs. smartphones. The research was conducted by MWW>
Survey results on what words, images and situations people associate with watching movies and TV on tablets vs. smartphones. The research was conducted by MWW>

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Published by: ctmedia on Jun 29, 2012
Copyright:Attribution Non-commercial

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05/13/2013

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AN MWWRESEARCH REPORTSUMMER 2012
MESSAGING: SMARTPHONE VS. TABLET-BASED VIDEO VIEWING
 
SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
© 2012 MWW GROUP, ALL RIGHTS RESERVED |RESEARCH PAPER| WINTER 2012
2
In February 2012, MWW surveyed morethan 1,100 U.S. consumers 18 years andolder who use a tablet (50%) and/orsmartphone (70%) on a regular basis towatch video – meaning they’ve watcheda TV show or movie on the device in thelast 30 days.Our objective:Determine the words andimages most strongly associated withwatching mobile video on each device.
 
SMARTPHONE VS. TABLET: WHAT THE RESEARCH SAYS
© 2012 MWW GROUP, ALL RIGHTS RESERVED |RESEARCH PAPER| WINTER 2012
3
Overall, research should show howpeople think of their smartphonesand tablets as it relates to when,where, why and how they use theirdevices and in what contextDetermine the optimal context,situations, activities and words toassociate with long-form video onsmartphone and tablet devicesUse these findings to deliver theright message at the right time withthe right associations in order toincrease message relevanceConsumers indicated that theystrongly associate watching TV/movieson tablets with relaxation, whilewatching on smartphones is more ofan on-demand function associatedwith passing the time or taking abreak outside of the home.
FINDINGS
Direction for creative execution shoulddifferentiate on these two types offeelings on each device.
IMPLICATIONSWATCHING VIDEO ON A TABLETWATCHING VIDEO ON A SMARTPHONE
WHAT IS ASSOCIATED (WORDS AND IMAGES) WITH WATCHING VIDEO
The purpose of the research was as follows:
RELAXWAITTRAVELTIMEHOMERELAXATIONHOTELPLACEWATCHBED
0.0 0.1 0.2 0.3 0.4 0.5
WAITTIMEBORERELAXKILLWATCHTRAVELWORKPASSLONG
0.0 0.1 0.2 0.3 0.4 0.5

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Ephraim Cohen liked this
Ashu Rajdor added this note|
Impressive research of smartphones and tablets.
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