Just as the tablet market gets a spur that might make it grow even faster than it has over the last two years, a new report from NPD DisplaySearch has found that more than 70% of consumers have viewed video content on devices other than a TV.
According to the Global TV Replacement Study, this hugely significant growth, which will have content providers licking their lips, has occurred in conjunction with increased tablet adoption in these markets.
In all, NPD said that tablet adoption was driven by improved connectivity infrastructure has facilitated use of these devices as alternate content-viewing devices. In particular use of tablets such as the iPad and Android-based devices by consumers for viewing TV/video content more than doubled in 14 regional markets surveyed,
Interestingly, the research revealed that the fastest growing region for tablet usage was Turkey, with tablet use growing from 3.1% in 2011 to 16.5% in 2012. In addition, there was strong tablet usage growth in Germany which was up nearly fourfold year on year, France and the US which showed both 3-fold growth.
The study also indicated that that more than 70% of consumers use alternate electronic devices such as tablets, notebook PCs, smart phones, MP3 players and desktop computers to view TV/video content. In mature markets like the U.S., the U.K. and Germany, a higher number of people viewed video content on portable computing devices such as tablets and notebook PCs.
“While the trends vary by region, it is evident that consumers around the globe are watching more video and TV content with their portable electronic devices as these provide additional means of accessing content,” commented Riddhi Patel, Research Director of Consumer Insights for NPD DisplaySearch. “Despite this increase, however, TVs still remain the primary device of choice for viewing TV content, with 30% of consumers reporting that they view TV/video content on TVs alone.”