Connected Viewing Research Reports

Below we have decriptions and weblinks to recent research studies about connected viewing in its various incarnations. While some of the reports have been generated by independent research firms, like the Pew Research Center, others have been created by commercial entities as market research. 

If you would like to suggest additions to this list, or if you want to note the release of an updated version, please let us know here.

Categories: Multi-Screen Video, Global, and Gaming



TV Untethered: Quantifying Mobile TV Viewing and its Impact (2013) from White Paper Council for Research Excellence  

  • Examines TV viewing practices and the top TV distribution sources across multiple devices: television, computer, tablet, and smartphone. 

The U.S. Entertainment Consumer Report (2013) from Nielsen 

  • Identifies “high entertainment spenders” across multiple media types, including music, books, video games, and digital video. It provides a timely portrait of what types of media content consumers purchase, the amount they spend on media content, and the devices they use to access that content. Report Here>

Smartphones and Tablets: The Heartbeat of Connected Culture (2013) by Magid 

  • Illustrates the growth of mobile device use and examines the changing expectations of the “smart consumer.” Report Here>

Tablet and E-Reader Update (October 2013) from Pew Research Report  

  • Calculates the growth of tablet and e-reader ownership, including demographic information. Report Here>

The Second Screen Fallacy: What It All Really Means (September 2013) from IPG Media Lab  

  • Describes second screen consumer practices and makes recommendations for how companies can encourage second screen engagement. Report Here>

Viewing on Demand: The Nielsen Cross-Platform Report (September 2013) from Nielsen   

  • Notes the growth of video on demand, focusing on the amount of time various demographic groups spend engaging with video content on a variety of platforms. Report Here>

Social Networking Sites Update (August 2013) from Pew Research Report  

  • Spotlights the growth of social networking, including demographic information about social networking site users.

Tablet Ownership 2013 (June 2013) from Pew Research Report  

  • Tracks trends in tablet ownership over time, including demographic information. This report reveals that tablet adoption has almost doubled over the past year, and for the first time, a third of American adults now own a tablet computer. Report Here>

Smartphone Ownership (June 2013) from Pew Research Report  

  • Details demographic trends in smartphone ownership and trends in platform adoption.  According to this survey, half of American adults now own a smartphone of some kind, and higher income adults and those under age 35 lead the way when it comes to smartphone ownership. Report Here>

OTT Video: Coming to a Paid Channel near You (Summer 2013) from Unisphere Research 

  • Analyzes the growth of over-the-top TV services, and charts the most successful OTT revenue models, the reach of OTT offerings, and the most significant OTT business challenges. Report Here>

Advertising and Audiences: State of the Media (April 2013) from Nielsen  

  • Includes household income demographic information for various forms of television viewership and mobile device ownership and use. Report Here>

Mobile Search Moments: Understanding How Mobile Drives Conversions (March 2013) from Nielsen and Google 

  • Labels mobile search activities, including the actions and conversions triggered by mobile search and how people perceive mobile advertising. Report Here>

The Demographics of Social Media Users (February 2013) from Pew Research Report  

  • Features demographic information about social network users, including site-specific information for Facebook, Twitter, Pinterest, Instagram, and Tumblr. The report claims that young adults are more likely than older adults to use social media, and that women, African-Americans, and Latinos show high interest in sites like Twitter, Instagram, and Pinterest.

Cell Internet Use (2012) from Pew Research Report

  • Focuses on the growth and demographics of “cell mostly users,” people who use their cell phones as their primary mode of internet access. Report Here>

Light TV Viewers in 2012: A Major Shift to Online from TV (2012) from Google 

  • Defines the light TV viewer, establishes that this consumer group is financially important, and argues that the potent potential of this group can be efficiently captured by certain streaming television services. Report Here>

2012 State of Online Video (December 2012) from SundaySky  

  • Traces the growth of online video consumption, focusing especially on the video advertising market and the use of video by online retailers.

Social Networking Apps (August 2012) from Distimo Publication

  • Examines a variety of mobile social networking applications, including Instagram, Facebook, Twitter, Viber, Tango, Pinterest, WeChat, LINE, and others. It provides quantitative data about the popularity of these applications in twenty different countries over the past three years. Report Here>

TV and Video: An Analysis of Evolving Consumer Habits (August 2012) from Ericsson Consumer Lab

  • Examines consumer television and video watching habits, including mobile and social TV viewing and cord cutting behavior.

The Rise of the “Connected Viewer” (July 2012) by Pew Research Report  

  • Heralds the second screen phenomenon, though it focuses only on cell phones as the second screen. It claims that over half of adult cell phone owners use their phones while engaging with televised content, and that younger audiences engages particularly actively in these ‘connected viewing’ experiences.

Digital differences (April 2012) from Pew Research Report  

  • Features detailed demographic differences in internet access and mobile internet use in the United States. Report Here>

The Race to Dominate the Future of TV (2011) from Accenture  

  • Focuses on the growth of over-the-top TV, including information about changing consumer trends, evolving business strategies, and the future outlook of OTT. Report Here>

Mobile Apps-Update (November 2011) from Pew Research Report

  • This report charts the growth of app ownership. It also includes demographic information about app consumers, including a comparison between cell phone app users and tablet app users. Report Here>

Video Sharing Sites (July 2011) from Pew Research Report 

  • Includes data about the growth of video sharing sites, including the use of such sites on mobile devices. It also includes demographic information about users of video sharing sites. Report Here>

Generations and their Gadgets (February 2011) from Pew Research Report  

  • Wide-ranging description of mobile device ownership across generations, including cell phones, computers, iPods, gaming devices, e-Book readers, and tablets (limited). Report Here>  

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Forecasts in the Developments of the Audiovisual On-Demand Markets in Europe (2013) from Screen Digest

  • Compares the over-the-top television market in Europe to that of the United States. Report Here>

Global Internet User Survey Summary Report (2012) from Internet Society  

  • Summarizes global responses to the 2012 Global Internet User Survey. Key themes and findings have been identified in areas such as Internet usage, the attitudes of users towards the Internet, and users’ views of the Internet’s role in providing access to education and in supporting social action. Report Here>

Connected-TV and Pay-TV Operator Partnerships: Harnessing Market Disruption for Mutual Gain (2012) from Informa

  • Charts the global rise in the adoption of connected TVs and pay TV across geographical markets. Report Here>

Top Global Apps (November 2013) from Distimo Publication  

  • This report, updated monthly, tracks the growth in total revenue of both Google Play and the Apple App Store over the last six months and lists the most frequently downloaded free and paid mobile applications. Report Here>

Global Online Consumers and Multi-Screen Media: Today and Tomorrow (May 2012) from Nielsen  

  • Provides data on the global internet user, including mobile device ownership and growth, as well as the frequency with which various devices are used to watch video content. It includes data comparing current and projected smartphone and tablet ownership across the five main global geographical regions. Report Here>

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Essential Facts about the Computer and Video Game Industry (2013) from Entertainment Software Association

  • Develops a big-picture profile of video game consumers. It includes information about consumer demographics, charts the highest selling games and devices, and surveys parents about their children’s video game play. Report Here>

Global Monetization of Games: Emerging Markets as Drivers of Growth (August 2013) from Newzoo

  • Tracks the growth of the global gaming industry, focusing on the increasing importance of mobile platforms and casual gaming. Report Here>

Overview of and Future Outlook on the Global Games Market (April 2013) from Newzoo

  • Focuses on the changing dynamics of video game consumption, including significant revenue growth in important geographical regions, a turn toward multi-screen and mobile gaming, and the popularity of free and paid gaming applications. Report Here>

Mobile Games: Placing Smartphone and Tablet Gaming in Perspective of the Total Games Market (February 2013) from Newzoo 

  • Argues the significance of mobile platforms to the growing global video game industry. This report also compares Apple and Google Play app revenue and lists the top mobile app publishers. Report Here>

2012 Country Summary Report U.S.: Featuring Fresh Research Results on the U.S. Games Market (2012) from Newzoo

  • Highlights trends in the U.S. Games market, including the prominence of free-to-play casual games, cross-platform gaming and mobile device use, and app use. Report Here>

Trends in Video Games and Gaming (September 2011) from ITU-T Technology Watch Report 

  • Identifies current trends in the video game industry, including expanding gamer demographics, changing business models, the increasing popularity of mobile gaming, and the growth of social and interactive games.Report Here>

The Future of Gaming: A Portrait of the New Gamers (Summer 2011) from Latitude 

  • Details survey results about consumer platform preferences, motivations for gaming, and preferred modes of interacting with games. This report characterizes the “new gamer” as increasingly social, interactive, and interested in video games that promote civic engagement and awareness of global issues. Report Here>

Plugging into the Video Game Market: Trends, Challenges and Opportunities in the Interactive Entertainment Market (January 2010) from Hudson Square Research 

  • Provides quantitative information about the growth of the global video game industry. It locates trends in geographical markets, comparing the U.S., China, Japan and Europe, and breaks gaming revenue numbers down by software, hardware, and accessories. Report Here>

The State of the Video Gamer: PC Game and Video Game Console Usage (2008) from Nielsen 

  • Charts differences in how consumers use a variety of consoles, including the Wii, PlayStation, Xbox, and GameCube, and compares demographics of PC gamers to console gamers. Report Here>

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