MANHASSET, NY -- The latest annual Accenture survey has found that consumers are giving up on television as a media provider and are rapidly turning to other consumer electronics devices instead, replacing TVs with smartphones and tablets.
Watching broadcast or cable TV in a typical week on televisions fell from 71 percent in 2009 to 48 percent in 2011. The percentage of consumers who intend to buy a TV set during the next 12 months declined from 35 percent in 2010 to 32 percent in 2011.
“The battle for consumers’ eyeballs and time is intensifying, viewership continues to disperse, and we are starting to see the impact on the TV as a screen in the home,” said Mitch Cline, global managing director of Accenture’s Electronics & High-Tech Group.
Consumer electronics devices are increasingly being used for entertainment purposes with 44 percent of tablet owners streaming media content, and 43 percent downloading applications at least once a week.
Nearly two-thirds (64 percent) of respondents indicated they download apps, usually from consumer electronics device manufacturers and software providers’ application stores.
More than half (55 percent) indicated they would purchase a television if the price was within their budget; 42 percent indicated a television with high-definition resolution was an important consideration. 3-D functionality was only expressed by 25 percent of responders as a desired capability of a new TV. Likewise, only one-quarter indicated they would want a TV with Web access.
The portability of the electronics has become one of the consideration points in recent times as more and more people chose to consume the content on the go or even in the comfort of their beds. TV makers need to figure out how to capture their customers again as they now face competition not only within the industry but from these devices too.
William - http://www.jensenrvdirect.com
The survey does address early adopters, but geographic data shows the following from the report: "A higher proportion of
consumers in emerging markets (such as
China, Russia and South Africa) than in
mature markets (such as Germany and
Japan) are conducting activities weekly
on their devices. To do these activities,
emerging-market consumers are much
more often downloading free apps than
paid apps. And they are taking advantage
of online services more often than their
chanj: the pdf can be downloaded and it contains the demographic data (among the five age groups between 18, and greater than 55, it is mostly evenly divided): http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture_EHT_Research_2012_Consumer_Technology_Report.pdf#zoom=50
A survey back in November adds another twist to the changes in consumer TV watching behavior. That survey found that 80% of mobile device owners regularly multitask on their mobiles while watching a show on their TV -- IM, texting, talking, social networking, etc.
Not only are consumers doing more of their TV watching on mobiles, but even when they are watching a full-sized TV, they are often using their mobiles at the same time to do other things.
Those are tough challenges for TV advertisers!
The experience of watching action movie on a bigger screen device is still better than watching through a handheld device. I would be very interested in learning what the age group and demography of the survey being held.