8% of broadband users are “extreme techies”
June 2, 2009
Research conducted by The Nielsen Company reveals the “extreme techies” subscriber segment stream significantly more online video content, watching up to 91 minutes (1.5 hours) per week, compared to the mean of 44 minutes for all broadband viewers. Representing eight per cent of the total adult 18 and older broadband population, which equals 4.6 million viewers, this group is the most advanced of all segments in consumption of online video.
Furthermore, they are technology innovators, with 38 per cent connecting their computers to their televisions via devices such as a Media Centre PC or direct connection to view TV and movie content.
The study, “Crossing Over: Understanding Viewer Multi-Screen Migration,” was commissioned by the Cable & Telecommunications Association for Marketing (CTAM) and is based on a complex, multi-dimensional segmentation analysis developed by The Nielsen Company.
The study profiles Extreme Techies as exhibiting the following attitudes and behaviors:
– 63 per cent are male, with a mean age of 31 and an average annual income of $67,000.
– 47 per cent are married and 57 per cent have children in the home under the age of 18.
– 74 per cent report accessing video content over their computers using the Internet.
– 64 per cent (vs. 30 per cent for the total sample) say that watching TV shows online adds to their regular TV viewing.
– 60 per cent (vs. 33 per cent total sample) report they typically know what they want to watch online before they sit down at their computer.
– 55 per cent (vs. 23 per cent total sample) report they have found shows online and watched them on TV.
-Highest ownership of cross-platform devices used to view TV or movie content, with an average of slightly over four devices (compared to average of two for the total sample).
-Highest viewership on devices such as console gaming systems (46 per cent), cell phones (33 per cent), and set top media boxes (17 per cent).
-26 per cent report planning to add to their television service (e.g. additional channels or services) in the next six months.
-They see themselves as ambitious, adventurous, tech-savvy and spontaneous.
“Looking closely at the behavior of the Extreme Techies sheds new light on how much content is being consumed online and by whom,” said Char Beales, CTAM President and CEO. “We now have critical insights that go far deeper than any existing research to explore how these elusive segments may shape the future of content viewing and multi-platform adoption.”
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