A new viewer group has emerged from the findings of a study released by the Cable Television Administration & Marketing Society.

The “Attitudes And Usage” study of 2,000 tv viewers, both cable subs and nonsubs (the latter with access to cable), identified “the restless viewer” as repping 23% of the viewing base.

The study describes the restless viewer – which is “emerging out of the baby-boomer profile” – as “young, newly married and affluent.”

CTAM says this group’s habits include above-average viewing hours, watching tv with family or friends, watching two programs simultaneously (thanks to the remote control unit), and subscribing to a high percentage of pay-tv channels.

Five distinct viewing groups were developed via the study: Heavy viewer (24%), restless viewer (23%), solitary viewer (15%), selective viewer (23%) and occasional viewer (16%).

The study was said to be the first of its kind in eight years. It was designed to be used as a benchmark of the viewing habits of all tv users.

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