ibc_ibc 31/08/2014 13:18 Page 12
Digital devices drive
new viewing habits
dults around the world remain
hooked on TV but the
consumption habits of contenthungry viewers are changing rapidly,
according to global research
consultancy TNS. While our love affair
with television endures, TV sets alone
are no longer enough to satisfy
our appetite for content, driving
the growth of online media and
‘screen-stacking’ as a result.
In Connected Life, a study of over
55,000 Internet users worldwide, TNS
found that almost half of people (48%)
who watch TV in the evening
simultaneously engage in other digital
activities, such as using social media,
checking their emails or shopping
online.
The survey found that we own
approximately four digital devices
each, rising to five among
Australian, German and UK respondents. This,
combined with demand for TV and video
content on-the-go, is fuelling the rise of multiscreening or ‘screen-stacking’ – the use of
multiple digital devices at the same time.
Our demand for live and on-the-go content
has been amplified during the FIFA World Cup
in recent weeks. Viewers worldwide are
accessing this international sporting event via
multiple devices at home and on the move,
while also engaging in conversations on social
media platforms.
The desire to access our favourite TV shows
at all hours of the day is also driving online TV
A
usage, which extends our access to them. One
quarter (25%) of those surveyed worldwide
watch content on a PC, laptop, tablet or mobile
daily. This rises to one third (33%) in mainland
China and Singapore and 32% in Hong Kong,
where 'phablets' are increasingly popular.
In Hong Kong, more people actually choose
to watch TV and video online rather than on
traditional sets. After dinner, one quarter of
people (26%) tune into content on their digital
devices, in contrast to 14% who switch on their
TVs.
Yet despite this surge in online
consumption, traditional TV sets still play a
huge part in our lives, with three quarters of
respondents (75%) sitting in front of the box
every day. TV dinners are also alive and well,
with three out of four viewers (76%) giving TV
their undivided attention while eating in
the evening.
Many
TV takes over PC as
top online video
platform
TVs are outpacing
computers as the key
platform for Internet video,
according to Parks
Associates.
In the first quarter of
2014, US broadband
households watched roughly
three hours of online video
per week on each platform,
but the amount of online
video consumed on a TV is
increasing, up from 2.3 hours
per week in 1Q 2013, while
online video viewing on a PC
is on a steady decline.
20 ADVANCED TELEVISION
“The amount of all
video consumed on PCs has
declined, dropping from over
eight hours per week in 2013
to 6.2 hours per week now,”
said Brett Sappington,
of the big global media companies are already
taking advant