Only for the Young at Heart: Co-Viewing on Mobile Devices and Viewing on the Go?
Anh Thu Burks
Nielsen
Jennifer Haskell
Nielsen
Kumar Rao
Nielsen
Helena Mendrisova
Nielsen
With the relative ease and accessibility of a variety of content available to users of smartphones and tablets, there has been a subtle behavioral change in how people use these devices. The concept of viewing together or having more than one viewer for a mobile device is a phenomenon referred to as "coviewing" and is a new area that warrants further investigation. Very little information is available on who is likely to engage in co-viewing behaviors, what types of mobile devices are used, what content is likely to be viewed and if those who engage in this activity / behavior are fundamentally different than those who are less likely-what are the behavioral or demographic differences among those who participate in these activities. Thus the focus here is to examine and provide a baseline understanding around the concept of co-viewing with specific focus of content viewing on the "go" or away from home.