May 09, 2013 14:00 ET

Adult Tablet Owners Prefer to See Video Ads Before Content Begins, According to GfK MRI

Millennials Top Generation for Consuming Video on Tablets, GenXers Second

NEW YORK, NY--(Marketwired - May 9, 2013) -  The overwhelming majority of adult tablet owners are happiest when content is interrupted less frequently, as 82% prefer to see all ads before the content begins, according to the latest data release from the GfK MRI iPanel.

Tablet owners also want a say in what kind of commercials they are shown, with 74% wishing to select them and 71% preferring different brands or ads during each commercial break.

Additionally, 80% of tablet owners who watched video on their device in the last 30 days say they would rather see commercials if it keeps access to video content free on their tablet.

As for generational video viewing habits, Millennial (born 1977-1994) tablet owners spent 23% of their total video-watching time (i.e. time spent watching video on any device in a 7-day period) watching video on a tablet. This compares to 16% for GenXers (1965-1976), 11% for Baby Boomers (1946-1964) and 6% for pre-Boomers.

"We all know that younger generations are early adopters of developing technologies, so it's natural for them to be using devices to view video other than a traditional television set," said Risa Becker, SVP, Research Operations, at GfK MRI.

Please Note: GfK MRI has additional information on video viewing among tablet owners. Click here to access a short video that shares additional insights, and visit the Digital Intelligence section of

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer®, GfK MRI interviews approximately 26,000 U.S. adults in person each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK's sales amounted to EUR 1.51 billion.

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