The percentage of consumers who prefer watching TV shows on television sets has plummeted over the past year, new global research has revealed.
According to the Accenture 2017 Digital Consumer Survey, 23 per cent of consumers prefer watching TV shows on the device they were originally designed for – down 55 per cent from last year.
The survey revealed that consumers increasingly prefer to watch TV shows on devices such as laptop and desktop personal computers (42 per cent, up from 32 per cent in 2016) and smartphones (13 per cent, up from 10 per cent in 2016).
While consumers increasingly prefer to watch TV shows on laptops and desktops, the smartphone is becoming the preferred device for watching short video clips.
According to the survey, 41 per cent of consumers said they would rather view these clips on their mobile handsets – up from 28 per cent last year.
In contrast, the number of consumers who said they would rather watch short video clips on their laptops and desktops dropped slightly, from 47 per cent to 44 per cent over the last year, while the number who said they prefer to view these clips on their TV sets dropped even more, from 16 per cent to only 5 per cent.
The report also made several recommendations on how media companies should respond to the shift in consumers’ video consumption habits from TV sets to other devices, which include:
- identifying new ways to engage consumers with more personalised 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.
Gavin Mann, global managing director for Accenture’s broadcast business, said the survey shows that he dominance of the TV set as the undisputed go-to entertainment device is ending.
“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,” he said.
“Driving this rapid shift in consumer preferences is the growing convenience, availability and quality of more personalised and compelling content on laptop and desktop personal computers and smartphones.
“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.”