Orange found that 35% of UK tablet owners use their devices to watch video-on-demand (VOD) content, the vast majority of which is at home, thus cannibalising PC and TV-based media consumption.
This is quite exciting stuff. Tablet sales are set to grow at a considerable rate and this understanding will help marketing planning.
For me the interesting questions include:
- What do tablet users do when the ads come on?
- Should the break bumper style ads be designed to entice the audience to make a one minute trip to a website and register for a list/offer etc?
- Why does the ITV player strip out all the ads?