Korean viewers forge Cultural Revolution to video-anywhere
Editor ©RapidTVNews | 20-12-2011
A new survey from Motorola Mobility has revealed that TV consumers in Korea are forcing a dramatic shift from traditional TV viewing to converged experiences.
The Google subsidiary’s 2011 Global Media Engagement Barometer survey claims to have shown that country’s TV viewers are at the forefront of no less than the most dramatic industry convergence in the past 20 years and radically shifting the traditional TV viewing experience.
The global study of video consumption habits among consumers in 16 markets—including China, South Korea, Singapore, Japan, and Australia—is said to show several major themes redefining the home ecosystem and consumer entertainment experience. These include: mobile TV, social TV, connected home and personal cloud services.
Tech-savvy Koreans are attributed with a high interest in cloud-based access and connected home services which are said to be the drivers of social and mobile TV user experiences and a move toward a video-anywhere lifestyle shows.
The data shows an increase of almost 2.5 times in social TV users over the past year, from 31% in 2010 to 76% in 2011, and a sevenfold increase in respondents who watch TV on smartphones. Among 16 markets surveyed, Korea's adoption of mobile TV was second only to China. In addition, 76% of Korean respondents showed interest in cloud-based services, ranking second highest in Asia Pacific.
"Asian consumers are constantly connected -- and they want ubiquitous access to their content and communities," elucidated Kevin Keefe, VP and regional GM, Asia Pacific home business, Motorola Mobility. "They don't care about the technology to make all of this happen; they simply want it to work and expect it to fit into their daily routines."