Thursday, August 6, 2020

STUDY SAYS IPAD OWNERS USE THEM TO “UNTETHER” TV

October 10, 2011 by · Leave a Comment 

Consumers are increasingly using the iPad principally to ‘untether” television, according to an ABC survey reported by MediaPost.com. ABC, with its ABC Player app, was the first television network to offer full-length, ad-supported episodes of its shows on the iPad. Summarizing the results of the survey, MediaPost remarked, “The micro-mobility iPad trend is simply a desire to access content anywhere and anytime, from the bathtub to the beach.” The study suggested that users of the iPad were so enthusiastic about the device that it was unnecessary to offer focus group participants the usual token fee for contributing to the research. Said Charles Kennedy, senior vice president of research at ABC: “We realized we could have charged them money.”