Even though there will be a surprising, unexpected slowdown in the growth of HDTVs this holiday season (see: sh&tty economy), tons of them will be sold, adding to the tons already in homes across the U.S.
So why is there so much talk about the following?
- Cable and satellite companies are screwed
- Everyone is going to cut the cord and watch “TV” on their laptops
- People are dying to watch full-length movies and TV shows on their smartphone
The data don’t substantiate it. Especially the latter claim. An interesting report was released by Nielsen last week. The research company asked iPhone users what sort of media they consume over their smartphone on a regular basis. While more than half said they regularly listened to music or read news on the iPhone, just 12% said they watch movies and only 11% claimed to watch TV programs. (To be totally scientific here, I’d need to know what Nielsen meant by “regularly,” but since the company asked about all types of entertainment, we can use the data on a relative basis at least.)
You could say, “Well give it time. Let the companies push more content toward smartphones. And let the people adapt to this new mode of media consumption.”
Except that Nielsen was smart enough to also ask iPad users the same question. And even though the iPad has only been around for about 5 minutes, here are the percentages:
- Percent who said they watched movies regularly on the iPad = 32%
- Percent who said they watched TV shows regularly on the iPad = 33%
Why there would be anyone today hard at work on a project to pump more “TV” content to smartphone users is beyond me.
And if you happen to work for a magazine, and have been assigned to get your content configured for smartphones – shoot yourself. The same Nielsen research showed that the percentage of iPhone users who regularly read a magazine on their phones hasn’t even hit double digits.
Yet. And most likely never.