Accenture claims collapse in traditional TV watching, buying patterns

Editor ©RapidTVNews | 10-01-2012

The global TV market is on the cusp of significant changes with the percentage of con*sumers watching broadcast or cable TV in a typical week on televisions falling from 71% to 48% in two years according to Accenture’s latest global consumer electronics usage survey.

Furthermore Accenture’s 2012 Global Consumer Electronics Products and Services Usage Report found that in addition to people watching less content, they were also intending to buy fewer televisions this year. Specifically, the percentage of consumers who intend to buy a TV set during the next 12 months declined from 35% to 32% in the course of the last twelve months.
Accenture said that after turning their back on traditional technologies and services, consumers were turning to other consumer electronics devices such as smartphones and tablet computers to view media, while also using more online services and downloading applications for various purposes, including entertainment. More than half (53%) of the survey owned a smartphone, up from 28% in 2010, and ownership of tablets climbed to 12% in 2011 from 8% a year earlier.
“The battle for consumers’ eyeballs and time is intensifying, viewership continues to disperse, and we are starting to see the impact on the TV as a screen in the home,” said Mitch Cline, global managing director of Accenture’s Electronics & High-Tech Group. “Craving an always-on, always-connected lifestyle, consumers increasingly are using other consumer electronics devices in their daily lives to access the entertainment that only TV once provided. While consumers will no doubt continue to buy TVs, consumers’ preferences are shifting. They are rapidly substituting other screens, such as laptops, desktops, tablets and smartphones, to view media content.”
Drilling deeper, more than half of respondents (55%) said they would purchase a TV if the price was within their budget. Even though 42% indicated a TV with HD resolution was an important consideration only a quarter (25%) cited 3D functionality as a desired capability of a new TV. A similar percentage indicated they would be more predisposed to buying a TV if it offered the ability to connect to the web to access the Internet and personal content.