More video, more platforms, but TV sales based on screen size, picture quality, innovation
Joseph O'Halloran ©RapidTVNews | 16-05-2012
Despite the fact that video consumption is increasing and viewing devices vary, consumers are still using televisions most often to watch video, with HDTVs most popular.
According to The Evolving Video Landscape report by the US Consumer Electronics Association (CEA), consumers are watching more video than they have in the past, across a variety of platforms. A third (34%) of US adults saying they watch more video content today than they did a year ago while viewing of TV video programming is up 28%, with consumers citing convenience and the appeal/variety of programming as the top factors for increased viewing. US adults report watching some type of video content an average of 3.2 hours a day, five days per week.
Viewing of content on portable devices has also increased, with 40% watching more on those devices today than a year ago, while two-thirds (66%) who are watching video content on television are simultaneously using other CE devices. This behaviour is more prevalent among younger consumers, as 85% of 18- to 24-year-olds and 70% of 25- to 34-year-olds multitask with another device while watching video on a television.
"Consumers are watching more video than they have in years past and they are seeking devices and technologies that deliver a quality video and audio experience," said Shawn DuBravac, CEA's chief economist and director of research. "However, younger consumers accustomed to multitasking are defining new video behaviours as they watch video content across multiple platforms, on their own schedule, all while interacting socially on their devices with their friends."
Yet despite the emergence of the variety of devices on which to consume video, TVs are still the most commonly used device for watching video but other devices are gaining in popularity. HDTVs are the most prevalent devices used for video viewing, used by two-thirds (66%), 62% using a laptop to watch video and 55% using a desktop. A third (33%) of consumers use a smartphone to watch video content, and 17% are using tablets.
Among consumers using televisions to watch video content, nearly half (47%) also use their sets for other purposes; a third (34%) of those who use a television to watch video also use their set to listen to music, and one in five (21%) uses a television to listen to audio.
Going forward, the CEA also found that future television purchases will be based on better picture quality and larger screen sizes as consumers will continue to seek the latest innovations in the market. Almost half (48%) of consumers planning to purchase a TV in the next 12 months will be replacing an aging, obsolete or broken set. However, half (51%) sid that they would like to see in their new set improved picture quality and half (50%) want a larger screen size. A quarter (24%) of those intending to purchase a TV over the next year expect to purchase a 3DTV; 21% plan to purchase an OLED display; and a quarter of consumers (25%) plan to purchase an Internet-enabled TV. While stated purchase intentions do not always translate to transactions, the study clearly shows many consumers have their eyes fixed on newer TV technologies.