Study: TV users are multitasking
Consumers are multitasking and using other electronic devices like phones or tablets when watching television. This is the conclusion of a recent third annual Video Over Internet survey of 3,501 consumers in Brazil, France, Italy, Spain, the United Kingdom and the United States. It states that the majority watched video content over the Internet. Obviously the tablet is showing the biggest increase in multitasking use.
„Consumers can’t just watch TV anymore. The rise in multitasking while watching TV suggests that scheduled programming, also known as Linear TV, may be losing its appeal for sophisticated users, presenting both challenges and opportunities for broadcasters and content providers”. Francesco Venturini, Accenture’s Media & Entertainment industry group.
The key findings in a brief overview: 77% regularly use their computer while watching television (16% increase to 2012). Just 17% of people using tablets while watching TV said their activity was unrelated to the TV content they were viewing. The use of tablets is different though as it correlated more closely with what respondents were watching compared to laptops or smartphones.
The study indicates that TVs connected directly to the Internet might still remain the ideal method for buying and watching online video on a TV. However, the use of connected TV is on a decrease in the last year (36% to 31%). The study shows that consumers are still not sure about the available options for accessing online video. Just 16% indicated a preference for an online connection through a set-top box, whereas 30% responded to watch daily online content the other way.
The use of tablets during television viewing is said to have the biggest increase in the past year (from 11% to 44%). The use of local online video service providers is increasing from 37% to 40% iwth almost the similar amount of a decrease in use by global providers like Netflix and YouTube.
Still, the majority of respondents identified traditional TV broadcasters as the providers they trusted most to present video over the Internet on their TV screen.