Joseph O'Halloran ©RapidTVNews | 02-09-2011

The latest Ericsson TV & Video Consumer Trend Report has shown a marked rise in on-demand online video and a high willingness by consumer to pay for fresh content.

The new report confirms recent trends that people are spending slightly less time watching scheduled broadcast TV, and instead are spending more time watching streamed on-demand TV online.

In fact, more than 44% of the 13,000 respondents in the survey indicated that they watching on-demand online TV more than once per week, while about four-fifths watch broadcast TV more than once per week.

Good quality remains the top factor in terms of what people want from content and, according to the survey, is markedly more important than, for example, the availability of 3D TV and access to applications. Direct to TV access to latest release Box Office movies that still run at cinemas form the service consumers are most willing to pay for.

Commented Anders Erlandsson, Senior Advisor at Ericsson ConsumerLab, says: "On-demand viewing is increasingly popular, while broadcast viewing has remained as the most common way for people to watch TV. People want both broadcast and on- demand viewing to be available. TV and video have not been negatively affected by the internet in the same way that print has; we just watch TV in many more ways than we did before."

The survey also shows marked differences in how TV is accessed throughout different countries. For example, people in Germany spend no less than 25 hours per week watching TV and video, but only 28% of this content is on-demand. In Spain, by way of contrast, 44% of all TV viewing is on-demand.

The study also shows that social media usage has impacted the way we watch TV. More than two-fifths of respondents reported using social media on various devices such as smartphones and tablets while watching TV.

"The majority of families combined TV viewing with the use of Twitter, Facebook, texting, voice calls and forum discussions about what they watched. This is particularly the case when watching reality shows and sports. This communication adds another dimension to the TV experience," Erlandsson added.