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GfK-Tablet-Owners-Video-Viewing-by-Generation-May2013Some tablet owners are spending a significant amount of time watching video on their devices, details GfK in a new data release. According to the study, among tablet owners, Millennials (born 1977-1994) spend on average 23% of their total video viewing time (time spent watching video on any device, including TV, in a 7-day period) with their devices. Millennial tablet owners are far more engaged with video on their devices than other generations: Gen Xers (born 1965-1976) spend 16% of their video viewing time with them; Baby Boomers (born 1946-1964) spend 11%; and pre-Boomers (born before 1946) spend 6%.

How best to advertise to these tablet owners? The survey results indicate that these video-viewing gadget owners have some strong preferences about how and when they view ads:

  • 82% prefer that all ads appear before content begins;
  • 74% want to be able to select which ads they see; and
  • 71% prefer to see different brands or ads playing in each break.

Tablet video viewers appear to be generally receptive to ads: 80% of those who watched video on their device in the previous 30 days agreed that they would rather see commercials if it keeps access to the content free.

About the Data: The data is derived from a survey of 1,325 tablet owners conducted from September 1-14, 2012.

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