A new wave of digital TV users has arrived: video consumers 50+.
A study from the Cable & Telecommunications Association for Marketing (CTAM) and research concern Chadwick Martin Bailey found that nearly 40% of the 50+ crowd have viewed a premium TV show or movie in the past week.
This represents a significant demographic shift, while younger viewers have hit a plateau, according to the study. Research comes from 1,500 U.S. broadband consumers ages 16-75, who watched at least two hours per week of TV shows or movies.
Even with the growth of digital video, there is plenty of confusion — especially when it comes to what TV shows and movies are available.
“The content licensing intricacies that shape the competitive landscape are ill understood by the typical consumer, particularly mainstream pay TV subscribers,” stated Chris Neal, vice president of tech and telecom practice for Chadwick Martin Bailey.
It’s not just availability, it’s also understanding of different aspects of the Internet.
For example, 53% of those surveyed said they were unfamiliar with the cloud; 43% didn’t know why some movies are available online before others; 42% were not familiar with the reasons that apps are used for TV viewing; 39% didn’t know why there was limited availability of movies online; and 21% didn’t know the difference between streaming and downloading.
“CTAM has observed that baby boomers are fast followers of technology,” noted CTAM President and CEO Char Beales. “They have to be convinced the tool has staying power, and then they embrace it in a big way.”