Laptops and desktops overtake TVs as preferred
devices for watching TV shows
Signaling an accelerating shift in the digital video market
consumer behavior, the percentage of consumers who prefer watching
TV shows on television sets plummeted by 55 percent over the past
year, from 52 percent to 23 percent, according to findings from the
Accenture (NYSE:ACN) 2017 Digital Consumer Survey.
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New Accenture survey Finds 55 percent
drop - from 52 percent in 2016 to 23 percent in 2017 - in consumers
who prefer to watch TV shows on TV sets. (Photo: Business Wire)
The global online survey of 26,000 consumers in 26 countries*
reveals that consumers increasingly prefer to watch TV shows on
devices such as laptop and desktop personal computers and
smartphones. More than four in 10 consumers (42 percent) said they
would rather view TV shows on a laptop or desktop, up from 32
percent in last year’s survey. Thirteen percent said they prefer
watching TV shows on their smartphones, compared with 10 percent
last year.
The decline in TV viewing over the past year tracks with a
four-year trend. As recently as 2014, the survey revealed that
nearly two-thirds (65 percent) of consumers preferred the TV set
for viewing TV shows.
The most-recent findings, summarized in a new Accenture report
titled Winning Experiences in the New Video World, show that only
one in five consumers (19 percent) now prefer to watch sports games
on their TVs, down from 38 percent in the prior-year survey.
“The dominance of the TV set as the undisputed go-to
entertainment device is ending,” said Gavin Mann, global managing
director for Accenture’s broadcast business. “While a great number
of people still watch plenty of TV shows on TV sets, our research
uncovers a rapid acceleration in their preference for viewing on
other digital devices — especially laptops, desktops and
smartphones.”
The report reveals a particularly steep decline over the past
year in the percentage of India’s consumers who prefer to view TV
shows on TV sets. That percentage dropped 78 percent, from 47
percent to 10 percent. In the United States, the number fell 57
percent (from 59 percent to 25 percent), and the U.K. it dropped 55
percent (from 56 percent to 25 percent).
“Driving this rapid shift in consumer preferences is the growing
convenience, availability and quality of more personalized and
compelling content on laptop and desktop personal computers and
smartphones,” Mann added. “The massive and accelerating push by
communications and media companies to provide ubiquitous content –
TV everywhere including over-the-top – has empowered consumers to
access high-quality content across multiple devices.”
While consumers increasingly prefer to watch TV shows on laptops
and desktops, the smartphone is becoming the preferred device for
watching short video clips. In the most-recent survey, more than
one-third (41 percent) of consumers said they would rather view
these clips on their mobile handsets, a substantial increase from
28 percent last year. In contrast, the number of consumers who said
they would rather watch video clips on their laptops and desktops
dropped slightly, from 47 percent to 44 percent over the last year,
while the number who said they prefer to view these clips on their
TV sets dropped even more, from 16 percent to only 5 percent.
The report makes several recommendations for how media companies
should respond to the shift in consumers’ video consumption habits
from TV sets to other devices. These include:
- identifying new ways to engage
consumers with more-personalized video content across more types of
screens;
- using more granular consumer data,
segments and predictive analytics to help anticipate consumer
preferences and find content they desire; and
- focusing more on their target audiences
to identify exactly what content their viewers want to receive –
and when, for how long and on what type of screen.
Methodology
Between October and November 2016, Accenture conducted an online
survey with approximately 26,000 consumers in 26 countries:
Australia, Brazil, Canada, China, Czech Republic, France, Germany,
Hungary, India, Ireland, Italy, Japan, Mexico, Netherlands, Poland,
Romania, Saudi Arabia, Singapore, Slovakia, South Africa, Spain,
Sweden, Turkey, United Arab Emirates, the United Kingdom and the
United States. The sample in each country was representative of the
online population. Ages of respondents ranged from 14-to-55 and
over. The survey and related data modelling quantify consumer
perceptions of digital devices, content and services, purchasing
patterns, preference and trust in service providers, and the future
of their connected lifestyles.
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With approximately
401,000 people serving clients in more than 120 countries,
Accenture drives innovation to improve the way the world works and
lives. Visit us at www.accenture.com.
*These findings are derived from a multiple-choice question
answered by survey participants: “Which types of device (s) do you
prefer to use when accessing different types of content?” The
options included ‘laptop and desktop personal computers,’
‘smartphones,’ ‘tablets,’ ‘TV screens,’ ‘game consoles,’ ‘other’
and ‘none.’
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170424005021/en/
AccentureCharles Hartley,
973-590-9920charles.hartley@accenture.com@charleshartleyorNorth of
NineAnthony Suarez, 212-614-4331anthony.suarez@nof9.com
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