CNN, Ericsson Survey: Viewers Watch On the Go

LONDON: A recent survey conducted by CNN International and Ericsson reveals that top executives are increasingly viewing TV content on their laptops, desktop computers and mobile devices, and 73 percent of CNN’s global online audience share user-generated video content.

Of those surveyed, 56 percent access online content while on the move, via either a mobile device or wireless LAN.

66 percent of those over 45 years of age share user-generated video content. This effectively debunks the theory that this is only popular among young consumers. Almost a third of those surveyed record video clips on their mobile phone.

Another trend on the rise is TV viewing on PCs, with 67 percent of those surveyed reporting that they have increased this activity in the past three to four years, while almost a quarter say their TV viewing on mobile devices has increased over the same period.

Branded websites are the most popular online destinations for survey respondents accessing TV content online, with websites connected to broadcasters emerging as the number one choice.

Television remains the most popular viewing device for CNN’s global audience: 35 percent watch their television sets for more than 10 hours a week, whereas only 9 percent watch on and 5 percent on mobile devices.

“These bespoke research projects deliver valuable insights that help us empower clients to market smarter and more efficiently,” commented Max Raven, the senior VP of advertising sales at CNN International. “A live example is the ‘Race-for-Growth’ multiplatform advertising campaign that CNN created to promote Ericsson’s involvement in the Volvo Ocean Race. It’s a complete solution that offers the client a chance to connect with CNN’s audience of tech savvy consumers and business leaders via mouse, mobile, or remote control—in every corner of the globe.”