Accenture Finds Rapid Fragmentation In Global TV Viewing Habits
By Big4 Staff Writers
The Global Broadcast Consumer Survey conducted recently by Accenture found consumers worldwide increasingly preferring to watch television content on other platforms, including their PCs and cell phones. The survey did point out, however, that the overall rate of consumption of television content is on the rise. Consumers are simply switching to alternative media to watch it. The survey was conducted among 14,000 consumers in 13 countries, in an attempt to determine the acceptance rate of people in different markets towards new platforms and methods of content delivery.
The key points that the survey brought to the foreground are as follows:
• Content viewing, across all platforms, is on the rise at a steady rate.
• The emerging markets are providing opportunities in new types of media.
• Consumers are becoming more accepting towards subscriptions and other paid services.
The survey indicates that number of television viewers has increased to some extent since last year. The percentage of television viewers watching 6 or more TV channels has grown to 40, compared to 35 last year. The number of TV viewers watching 8 or more programs every week has grown from 33% last year to 39%. There has been a promising 13 percent increase in the number of viewers who watch TV on PCs (from 61% in 2008 to 74% this year). The number of viewers who watch TV on mobile devices has also increased by the same percentage (from 32% in 2008 to 45% in 2009).
The survey further reveals that the consumers in the less-developed countries like Malaysia, Brazil and Mexico are more willing to watch television media on their cell phones (65% -71%), compared to viewers in more developed countries, such as, US, UK and Germany (only 22%-26%). Additionally, it was found that in every age group, viewers were more decisive about their viewing preferences, especially in countries that are considered to be matured content marketplaces, such as UK, US and Japan.
David Wolf, a senior executive at Media & Entertainment practice in Accenture commented, “Consumers are making choices based on what they’ve tried, liked and rejected and are now selecting content and its delivery platforms. If today’s content services don’t meet consumer expectations, it will be that much harder for providers to sell to them later, even when services improve. Providers face an urgent need to capture consumer loyalty now — and respond to changing consumption habits — or face playing catch-up against other content delivery choices.
The modes of consumption that provide an alternative to the traditional TV experience are becoming part of everyday life rather than the occasional novelty. Consequently, providers in this evolving market must drive the consumer experience by offering the right type of content via the right device for a particular market.”