Despite fears of commoditisation and homogeneity, a report from DisplaySearch has found that not only is the way in which TV is consumed across the world varies greatly by country, new viewing patterns are taking hold.

Even if it came to the not very surprising conclusion that TV in the living still is the norm, Display Search’s Global TV Replacement Study claims to have found interesting characteristics of consumer behaviour in TV usage habits, including where consumers put their TVs, how big the TVs are, whether they are connected to cable, satellite or antenna and what other devices might be used for watching video.

For example, consumers were clearly starting to use non-traditional mediums for viewing TV or video programming, mostly via the Internet. PCs, both desktops and notebooks, were the primary devices used for watching video content aside from the TV. The study found that this was the case for at least 40% of consumers in every country. Substantially higher rates were discovered in countries such as China, Indonesia, Russia and Turkey.

In addition, the survey revealed, somewhat surprisingly that the US ranked only fourth when it came to percentage of consumers using pay-TV services. Indeed this would be fifth if China as split into rural and urban audiences. India boasted by far the highest part of pay-TV customers, in the high 90 percent region.

DisplaySearch also found that there was also a small, but notable, number of consumers using mobile devices to view content. Again, former pace-setter the US lagged behind the leaders with 11% of consumers are using mobile phones or smart phones to view mobile TV and mobile video content. Mobile device use in Japan, Indonesia, India, Brazil and China was significantly higher, especially in the case of China.

According to the analyst this may be explained by the fact that aside from Japan, the other regions may have a better developed mobile infrastructure than traditional TV broadcast system. Therefore, some consumers would seek mobile devices for viewing first.