Smartphone Transitioning As Preferred Device For Video Watching
Accenture says OTT has ‘empowered consumers’ to access content on more devices.
The percentage of consumers who prefer watching TV shows on TV sets plummeted by 55 percent over the past year, said market research firm Accenture.
As part of its 2017 Digital Consumer Survey, the market research firm polled 26,000 consumers in 26 countries in October and November 2016. Consumers who prefer to watch TV on an actual TV set fell to 23 percent, from 52 percent in 2015 and 65 percent in 2014.
Among the findings:
- Forty-two percent prefer to watch TV shows on a laptop or desktop, up from 32 percent in the prior-year period.
- Thirteen percent prefer watching TV shows on a smartphone vs. 10 percent last year.
- Nineteen percent prefer to watch sports on a TV, down from 38 percent in 2015.
Not surprisingly, the smartphone is transitioning into the preferred device for viewing short video clips, with 41 percent of respondents saying they would rather view them on a mobile device. This is up from the 28 percent who said the same in 2015. Although laptop and desktop computers were still the No. 1 preferred device for short clips, they dropped to 44 percent, from 47 percent last year.
Consumers who preferred watching short clips on their TVs dropped to 5 percent, from 2015’s 16 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,” said Gavin Mann, global managing director for Accenture’s broadcast business, in a statement. “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.”