NEW YORK: Use of TV Everywhere (TVE) services is growing, especially among younger consumers, but most people still haven't heard of the term and many users remain unaware of key features, according to a new study.

The TV Everywhere 2015 report from researcher GfK revealed that 53% of consumers in pay TV homes have used TVE to watch shows on a computer or mobile device.

Some 42% of those in pay TV households had taken advantage of TVE offerings from signal providers, while 46% had used TV network services.

Mobile devices were the main driver of this growth, the report said, with monthly use having doubled since 2012 to between 11% and 12% for mobile apps and websites from TV signal providers and to between 12% and 14% for TV networks.

Meanwhile viewers were turning to traditional TVE websites – viewable via computers – at roughly the same rates as three years ago.

Among Generations Y (age 13-35) and X (age 36-49), the use of mobile TVE sites and apps – as well as smart TV apps – was two to four times higher than for Baby Boomers (age 50-64), a pattern that held for TV network and service provider offerings alike.

But only a quarter of all consumers had heard of the expression "TV Everywhere", essentially the same level as in 2012.

And among those who were using these services, three-quarters found it easy to locate programs they wanted to view and sign in. But, GfK added, many seemed unaware of key features, while the need for authentication discouraged some potential adopters.

"Consumer education continues to be a critical missing piece of the puzzle for TV Everywhere," said David Tice, SVP/Media and Entertainment at GfK.

"With a notable proportion of people in pay TV homes already using TVE, greater awareness and understanding of the services could drive even higher adoption.

"Greater success of TV Everywhere could help pay TV services stave off becoming 'dumb' broadband pipes, and also assist TV networks in maintaining their status as the original aggregators of high quality video content," he added.

Data sourced from GfK; additional content by Warc staff