Study: Laptops & Desktops Overtake TVs As Preferred Devices For Watching TV Shows

Study: Laptops & Desktops Overtake TVs As Preferred Devices For Watching TV Shows
SHARE
THIS



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.”

Please login with linkedin to comment

Accenture 2017 Digital Consumer Survey BlisMedia

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]