It’s probably hard for media buyers bunched around New York and a few other big cities to recognize that not everybody is just like everybody they know. But it’s true. “Everybody” is not doing all the things you think they are.
A new report from Hub Research points this out: Not Everybody is watching content on mobile devices. But a new report from the Interactive Advertising Bureau also points out, it is a brand news viewing world out there, almost changing faster than descriptors of viewing options can be invented.
According to Hub, Americans are mostly watching on TV—88% have a cable or satellite subscription, just as it’s been for awhile, give or take a percentage point.