MUMBAI: A new research could be a revelation to both content producers and providers alike. According to New In-Stat, 50 per cent of tablet owners are viewing not only feature-length movies on their device but TV shows as well.

Tablet and smartphones are not only becoming vital new screens for video consumption, but are also functioning as personal interaction devices for video-centric social networking and applications.

Tablets, in particular, have become a primary video device, both inside and outside the home. By 2015 research projects that 65 per cent of the US population will own a smartphone and/or tablet. As these devices become a center-point for video engagement and consumption; content providers, device manufacturers, and operators need to support a multiscreen usage model that reflects social interaction, screen interaction, personalisation, and mobility.

Additional research findings include:

-Frequent mobile video users will more than triple over the next five years

-Nearly 50 per cent of 18 to 24 year old smartphone/tablet owners frequently social network about TV programmes currently being viewed

-86 per cent of smartphone/tablet users will view video on their mobile devices

-Nearly 60 per cent of smartphone/tablet owners will also be viewing OTT (over-the-top) video at home

The average Apple household will have four Apple devices, while the average Google Android household will have at least two Android devices.