ThinkNow-2017年美国各民族电视收视方式调查报告（英文）-2017-20页_1mb

ThinkNow Media™ 2017 Report Summary

Core Content

This report explores how streaming services and gaming are changing traditional media consumption habits in the United States. It provides insights into the types of TV services people use, their viewing preferences, and the factors influencing their media consumption choices. The data also includes demographic information and trends across different age and ethnic groups.

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 increasingly popular, especially among Millennials.
• Hispanics are the most likely to use Netflix, while Asian Americans are more likely to use YouTube.
• Fewer than half of Americans primarily watch TV through live network TV, with African-Americans being the most likely and Asians the least likely.
• By 2020, nearly 1/3 of consumers are expected to stream most or all of their TV shows, though African-Americans adopt streaming at a slower rate compared to other segments.

Viewing Habits

• Binge-watching is common, with Hispanics and African-Americans being the most likely to engage in this behavior.
• Binge viewers prefer to watch an average of nearly 4 back-to-back programs.
• Younger viewers (18-34) are more likely to stream exclusively in the future, and females are more likely than males to do so.

Reasons for Streaming

• The primary reasons for switching to streaming are lower cost and the ability to watch on one's own schedule.
• For those who prefer cable/satellite, the main reason is comfort.

Multi-Device Usage

• Using multiple devices at the same time is quite common across all segments.
• This behavior is consistent regardless of demographic group.

Video Game Engagement

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

Key Information

Demographic Breakdown

• Hispanics: 512 respondents, mean age 37, median income $45,000, majority born in the U.S.
• Whites: 261 respondents, mean age 42, median income $68,000, majority born in the U.S.
• African-Americans: 262 respondents, mean age 39, median income $40,000, majority born in the U.S.
• Asians: 226 respondents, mean age 39, median income $75,000, majority moved to the U.S.

Regional Distribution

• Northeast: 15% of Hispanics, 19% of Whites, 17% of African-Americans, 21% of Asians.
• Midwest: 9% of Hispanics, 26% of Whites, 17% of African-Americans, 12% of Asians.
• South: 37% of Hispanics, 35% of Whites, 57% of African-Americans, 23% of Asians.
• West: 40% of Hispanics, 20% of Whites, 9% of African-Americans, 44% of Asians.

Conclusion

The report highlights a shift in media consumption towards streaming services, driven by cost-effectiveness and flexibility. Younger and more diverse audiences are leading this change, with Hispanics and African-Americans showing the highest engagement in streaming and binge-watching. Video gaming is also becoming more integrated with media consumption, especially among females and younger age groups, with mobile devices playing a significant role. The data underscores the importance of segment-specific strategies in understanding and adapting to evolving media habits.