According to the latest global survey, in the past year, the number of consumers who watch television programs through television has decreased by more than half, and the proportion has dropped from 52% to 23%. In China, less than 30% of consumers prefer to watch TV programs, from 42% to 26%.
Accenture's research found that consumers increasingly prefer to use smart phones, laptops, desktop computers and other devices to watch TV programs. More than 40% of consumers worldwide (42%) indicated that they tend to watch TV programs on laptops or desktop computers, which is higher than the results of last year's survey (32%). In addition, 13% of people prefer to watch TV programs on their smartphones, which was 10% last year. This global online survey covers 26,000 consumers in 26 countries.
According to Accenture’s new video industry’s winning experience research report, the number of people watching TV on TV has been declining for four consecutive years. In the 2014 survey, nearly two-thirds (65%) of consumers prefer to watch TV programs. From a country-specific perspective, the downward trend in favor of TV users is particularly evident in India, where the proportion has dropped sharply from 47% to 10%. In the United States, this ratio has changed from 59% to 25%; in the United Kingdom, the ratio has been reduced from 56% to 25%.
Huang Guobin, president of communications, media and high-tech division of Accenture Greater China, stated: "The traditional TV as an infotainment terminal has ended its hegemony. Consumers are increasingly looking for programs through digital devices. Consumer preferences are fast. The reason for the change is that notebook computers, desktop computers and smart phones are more convenient to use, and the contents of programs are more personalized and attractive. With the strong promotion of communication and media companies, TV programs have covered the entire network including the Internet. In all channels, consumers are now able to watch high-quality content on multiple devices.â€
On the other hand, smart phones are becoming the device of choice for consumers watching short videos. The survey found that more than one-third (41%) of consumers prefer to watch videos on mobile phones, which is a significant increase from last year (28%). In contrast, consumers who are willing to watch video clips on laptops and desktops have decreased slightly, from 47% last year to 44%, and the decline in viewing TV sets on television is even more significant, from 16% to 5 %.
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