New York, NY – Consumer media habits are shifting rapidly
toward online video and mobile devices, according to Ipsos MediaCT’s LMX
(Longitudinal Media Experience) tracking study, highlights of which were
publicly released recently. Wave 11 of the LMX study, conducted in Q2 2013,
found that 22% of a consumer’s total time online is now spent watching video,
up from 15% one year ago. The study also found that consumers continue to
consume more media on the go and on individual schedules, with viewing
video on mobile devices and time-shifted video viewing both up significantly.
As part of these broader trends, video subscription services such as
Netflix Watch Instantly and Hulu Plus have also shown increases in
membership. Over half of consumers have watched online video through a
free video streaming website and more than one-fifth have watched it via a
paid subscription service.
The trend toward video access at any time and at any location is part of a
“sea change” in the technological devices that consumers own. The largest
yearly increases are seen in ownership of mobile devices such as
smartphones (61% vs. 51%) and tablets (34% vs. 21%), with smaller
increases seen for laptops (77% vs. 72%) and eReaders (24% vs. 19%). At
the same time, there has been a steady decline in ownership of less mobile
devices like desktop computers, currently at 64% and down from 68% one
According to Mark McLaren, Vice President and Director of the LMX study:
“Mobile and highly-connected devices are rapidly replacing less mobile and
stand-alone devices, and facilitating the consumer desire access to any type
of media, anytime, from any location. It’s evolution – survival of the
technological fittest, with ‘fitness’ referring to how well devices and services fit
into modern lifestyles and continually rising expectations.”
The Ipsos MediaCT Longitudinal Media Experience study offers powerful
insight into the total media and technology life of today’s busy consumer.
15,000 US consumers aged 13-74 annually complete the LMX media and
technology diary, offering a timely, robust, and holistic understanding of the
total media experience. Whether understanding emerging media’s relation to
traditional media, or the effect of technology adoption on media behaviors, no
other study offers a more comprehensive view of today’s media and
For more information on this news release, please contact:
Audience Measurement Group, Ipsos MediaCT
About Ipsos MediaCT
Ipsos MediaCT is the market research specialization within Ipsos built to
reach, engage and more effectively understand today’s digitally-driven
consumer in the fast moving media, content and technology space.
We work with leading companies in technology, entertainment and all
sectors of media – TV, online, print, mobile, outdoor, radio – helping owners
and advertisers to better understand different audiences, the content they
consume, the channels they use to consume it and the technology they use to
discover, talk about and access this content.
Ipsos MediaCT is a specialist division within Ipsos, one of the world’s
largest market research agencies. Ipsos has offices in 84 countries,
generating revenues of €1,363 billion (1.897 billion USD) in 2011. Alongside
media, content & technology, Ipsos has specialist practices in advertising,
loyalty, marketing and public opinion research.
na.com/media to learn more.
Ipsos is an independent market research company controlled and
managed by research professionals. Founded in France in 1975, Ipsos has
grown into a worldwide research group with a strong presence in all key
markets. In October 2011 Ipsos completed the acquisition of Synovate. The
forms the world’s third largest market research company.
With offices in 85 countries, Ipsos delivers insightful expertise across six
research specializations: advertising, customer loyalty, marketing, media,
affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends.
They develop and build brands. They help clients build long-term
their customers. They test advertising and study audience responses to
various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and
generated global revenues of €1,789 billion (2.300 billion USD) in 2012.
na.com to learn more about Ipsos offerings and capabilities.