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.
Accenture’s online survey polled approximately 10,000 online consumers. The survey is part of the 2012 Global Consumer Electronics Products and Services Usage Report
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