Moms love action and men watch romance. Surprised? A new study from Adobe Digital Insights (ADI) finds that some stale stereotypes simply don’t apply. Mothers watch Crime and Action movies more regularly than Romance ones, while many men often watch Musicals and Romance movies, per the report.
Based on its survey of more than 1,000 internet-using adults in the US, ADI reports that almost two-thirds of men watch Romance movies on TV at least a few times a month, including one-quarter who do so a few times a week.
Men are a little less drawn to Musicals, but 44% watch them at least a few times a month.
Moms’ Favorite Genres
The survey reveals that moms are slightly more likely than dads to be watching TV on their own (42% and 38%, respectively).
When it comes to their favorite movie genres, Crime tops the list, with 40% watching such movies regularly on TV and 16% claiming to do so daily. Action and Adventure follow, with 36% and 32%, respectively, watching these movies regularly.
By comparison, only around one-quarter (27%) watch Romance movies regularly.
Moms may find some appealing programming on Netflix: an estimated 20% of Netflix’s spending on original programming to-date has been for Action & Adventure and Crime & Thriller content.
Separately, the ADI survey indicates that one-third of women watch sports at least a few times a week. While sports content is most regularly consumed by 25-34-year-old women, more than one-quarter (27%) of those ages 65 and older watch sports at least a few times a week.
Distracted Viewers?
Many people use other devices while watching TV, an activity known as “multitasking” that has become extremely prevalent.
Indeed, 1 in 3 adults report using other devices while watching the TV most (24%) or all (9%) of the time, with smartphones the most common device used, almost half of the time.
Close to half of respondents say they use another screen constantly when commercials are on during news (49%), talk shows (48%) and sports (45%) programming. Fewer are constantly looking at another device during commercial breaks in movies (35%).
A study released several years ago came to the conclusion that 30-40% of actual TV ad viewing occurred concurrently with mobile device usage.
There’s a fairly high level of distraction during the programming, also, according to ADI’s report. More than one-third say they constantly use another screen while watching the news (36%), talk shows (38%) and sports (36%). Once again, movies tend to hold attention a little better, as one-quarter always use another screen while watching movies on TV.
As might be expected, youth are the most prone to being distracted: 79% of 18-24-year-olds and 68% of 25-34-year-olds use another device while watching TV at least some of the time. That figure drops to one-third of 50-64-year-olds and 20% of those ages 65 and up.
About the Data: The results are based on a survey of more than 1,000 US online consumers, of whom 50.5% are female and 49.5% male. Almost one-third (31%) are ages 18-
