Over 80% of European broadband users prefer traditional video viewing
Over 80% of broadband households in key European markets (the UK, Germany, Spain, Italy and France) prefer a more traditional option for viewing video, including going to the cinema or watching a DVD, according to new findings by US research firm Parks Associates.
The company goes on to say that although broadband has transformed video viewing habits in Western Europe, consumers are adopting online viewing habits with some reluctance, and only because of the availability of free content, both legitimate and illegitimate.
"It will be difficult for companies to sell video streams and downloads to consumers in Europe when there is this undercurrent of reluctance," said John Barrett, Director of Research at Parks Associates. "Even if all piracy issues are resolved, the realities of consumer preferences could still undermine the service plans of content providers, if they donít understand their customers."