Their headlines/press releases, which were picked up by the media, highlighted the increased usage of devices by the silver surfers as they are affectionately known by the Mail Online amongst many others, BUT what caught our attention was the demographics in particular of the Most Missed Media responses.
The overall top 3 devices being chosen as being those most missed at 79% being the TV Smartphone and Online devices (computer, laptop, netbook tablet etc). Across all demographics this total varies between 72% and 83%.
BUT and it’s a big one the TV constituent v’s the online devices including smartphones which overall is about 50/50 (42%/37%) starts with the 16-24 year old group at 13%/65% only going above half with the 45-54 year olds.
This group also figured as the most increased users of tablets compared to last year increasing from 19% to 44% and on the smartphone front the next group 45-54 year olds were found to be the top increased usage going up from 46% to 66%. As they adopt surely they will increasingly, more likely, be able to do without their TV’s for content!
Smart TV’s have been added to the list of devices added to online access this year and make a pretty impressive start at 9%. We wonder if they include all streaming devices which are another online content source
Undoubtedly much more in the 95 pages of the report
The arrows in the charts relate to any significance testing between 2012 and 2013.