Video consumption by individuals who are familiar with content streaming has been shifting towards digital convenience, decreasing the amount of video they consume on a television. Although much of the drop in TV consumption is accounted for by online consumption via personal computer, there are some other worthy mentions picking up the slack as well.

A recent press release from Scarborough Research indicates that people they consider to be “digitally savvy” tend to be high income earners who lead active lifestyles. These and other characteristics in this segment are typically much sought after, making the segment a high priority in targeted advertising.