One in three TV viewers becomes an "On Demander" bypassing traditional viewing

How much traditional TV are people watching? Media Research firm Say Media reports that one out of three people in the US has given up watching live TV for Internet TV and time-shifted video.

Consumers are spending less time with live television and more time with online content as well as time-and-device-shifted premium video content. This group is young, educated and affluent – and are increasingly difficult for marketers to reach through traditional broadcast media.

The researchers identify two groups among those giving up on live TV:

"On Demanders"

• -Watch less live TV than a year ago and more     streamed video content 
  -Are young, educated, affluent 
  Own 5.4 devices for streaming video 
  -Consume 30 hours of video content weekly 
  -Are least receptive to TV, online and mobile ads

"Opt Outs"

-Do not watch live TV 
Are younger (30% are 18-24), live in urban areas 
-Get their video content time and device shifted 
-Own 3.9 devices for streaming video 
-Are most receptive to mobile and online ads

Most people I know are viewing more online and mobile video, which really did not exist just a few years ago, but the results of this study seem a little extreme. I'm a little suspect of the results...

Say Media, previously Videoegg, is a rich media advertising network that delivering over 100 million uniques in 400 leading video, gaming and social network sites and applications. Clearly they have lot invested in our believing that video TV viewing has moved on to new media platforms.

According to the methodology, findings are based "a passive behavioral analysis via comScore's opt-in panel, of 1,159 Internet users" as well as eight interviews with "Off-the-Grid households" in Chicago and San Francisco." 

While a comScore panel is highly credible source, I believe that someone opting onto one of thier research panels is going to be more advanced in their media consumption that the average user. 

For that reason I'm suspect of the claim that a third of all TV viewers are "off the grid" of traditionl  TV viewing. 

But another findings might be more important that the overall numbers for media sales issues: the qualitative aespects the viewers. Even if comScores panels have more new media enthusiasts than an average sample of Americans, the groups with the panel will likey still maintain their characteristics. 

For me this finding is the most important:

Media buyers and sellers take note. Some of the most important TV demograpics are slipping away from traditional TV viewership.