ThinkNow-2017流媒体服务、游戏和媒体消费习惯报告（英文版）-20页-2mb

ThinkNow Media™ 2017 Summary

Core Content

This report presents findings from the ThinkNow Media™ survey, which examines the media consumption habits and attitudes of Americans, with a focus on key race/ethnic segments. The survey highlights the shift from traditional TV services to digital streaming platforms and explores how different demographics engage with media and video games.

Main Findings

TV Service Preferences

• Digital cable is the most popular type of TV service, followed by satellite.
• Streaming services such as Netflix and YouTube are becoming as popular as live TV.
• Hispanics show a strong preference for Netflix, while Asian-Americans are more inclined towards YouTube.
• Fewer than half of Americans primarily watch TV live network programming, with African-Americans being the most likely to do so and Asian-Americans the least.

Binge-Watching Trends

• Most adults have binge-watched at least one season of a show.
• Hispanics and African-Americans are the most likely to binge watch, while Asian-Americans are the least likely.
• Binge viewers prefer to watch an average of nearly 4 back-to-back programs.

Future TV Consumption

• By 2020, nearly 1/3 of consumers will be streaming most or all of their TV shows.
• Younger viewers (18-34) are more likely to switch to streaming exclusively.
• Females are more likely than males to see themselves streaming mostly or exclusively in the near future.

Reasons for Switching to Streaming

• The primary reasons for switching to streaming are lower cost and flexibility in viewing schedules.
• For those who prefer cable/satellite, it's often due to comfort with traditional services.

Device Usage

• Using multiple devices at once is common and consistent across all segments.
• Millennials (18-34) are more likely to use mobile devices for gaming compared to older age groups.

Video Game Engagement

• Nearly half of adults have played a video game on a mobile device.
• Asian-Americans are the least prone to play video games.
• Females are more likely than males to play video games on mobile devices.
• Gamers are predominantly in the 18-34 age group.

Key Demographics

Sample Profile

• Total Sample Size: 1,261
  • Hispanics: 512
  • Non-Hispanic Whites: 261
  • African-Americans: 262
  • Asian-Americans: 226

Gender and Age Distribution

• Gender:

  • Hispanics: 51% male, 49% female
  • Non-Hispanic Whites: 50% male, 50% female
  • African-Americans: 48% male, 52% female
  • Asian-Americans: 47% male, 53% female

• Age:

  • 18-34: 46% Hispanics, 34% Whites, 41% African-Americans, 39% Asians
  • 35-64: 54% Hispanics, 66% Whites, 59% African-Americans, 61% Asians

Income and Education

• Household Income:

  • Under $40,000 (Net): 43% Hispanics, 27% Whites, 47% African-Americans, 23% Asians
  • $40K – $79K (Net): 33% Hispanics, 29% Whites, 29% African-Americans, 26% Asians
  • $80K plus (Net): 21% Hispanics, 36% Whites, 18% African-Americans, 42% Asians

• Educational Attainment:

  • Not high school graduate: 4% Hispanics, 4% Whites, 5% African-Americans, 2% Asians
  • High school grad/GED: 18% Hispanics, 15% Whites, 22% African-Americans, 8% Asians
  • Some college/AA/Trade: 42% Hispanics, 35% Whites, 41% African-Americans, 28% Asians
  • BA/BS or higher: 36% Hispanics, 46% Whites, 32% African-Americans, 62% Asians

Language and Origin

• Language Spoken at Home:

  • Spanish only: 10%
  • Spanish mostly: 27%
  • Spanish and English equally: 34%
  • English mostly: 15%
  • English only: 14%

• Country of Origin:

  • Mexican or Mexican-American: 64%
  • Puerto Rican: 12%
  • Cuban: 6%
  • Dominican: 3%
  • Central American: 6%
  • South American: 12%

Acculturation

• Less Acculturated: 20%
• Bicultural: 55%
• More Acculturated: 25%

Summary of Key Insights

• Streaming services are reshaping traditional TV consumption habits, with Netflix and YouTube leading the trend.
• Millennials are the primary drivers of this shift, preferring flexibility and lower costs.
• African-Americans are more likely to stick with live TV, while Asian-Americans show a stronger preference for streaming.
• Binge-watching is widespread, with Hispanics and African-Americans being the most active bingers.
• Multimedia device usage is common, with multiple devices used simultaneously.
• Video game engagement varies by demographics, with Asian-Americans being the least likely to play, and females more likely to engage with games on mobile devices.
• Acculturation levels among Hispanics influence their media and language preferences.