Laptop, Tablet Use Rockets During TV Viewing17 Apr, 2013 By: Doug McPherson
NEW YORK – Global consulting giant Accenture finds that 77 percent of Americans use their computers or laptops while watching TV – up 16 percent from last year.
According to the company’s third annual “Video Over Internet Consumer Survey,” 90 percent of consumers watch at least some video content over the Internet.
The survey found 44 percent of consumers use their tablets for multitasking (up from 33 percent last year). Significantly, 14 percent of consumers use their tablets to search for content and engage in social media directly related to the TV show they’re watching.
Francesco Venturini of Accenture’s media and entertainment group says the findings present an opportunity for broadcast and cable networks to interact with consumers much more readily and immediately. “Marketers need to understand [these behaviors] because that second device opens up more and new monetization models,” Venturini says. “The tablet is a perfect tool to engage the consumer with new activities which they cannot do on TV, such as social media.”
Among devices, the PC/laptop is still the top device used for these “over-the-top” (OTT) services, with 65 percent of respondents using them to watch video content (up from 59 percent last year). About a third (31 percent) said they did the same on a mobile phone (up from 24 percent), while 22 percent said they used a tablet (up from 14 percent). Tablets and PCs are the preferred devices to watch longer-form video (such as movies or TV shows).
Also, local providers are making inroads against larger national brands (such as Netflix and YouTube) in providing on-demand services. The survey says the number of consumers using local online video providers and broadcasters rose to 40 percent this year, compared with 37 percent in 2012. What’s more, trust in these local providers is rising. When asked whom they trusted most to offer video over the Internet to their traditional TV screens, more than half (53 percent) said their traditional TV broadcast provider, up from 32 percent last year.
“Broadcasters are becoming the most-trusted providers for on-demand services,” Venturini says. “This is a reflection of the investments the broadcasters have made in the last [few] years in launching on-demand services. For the last 10 years they were very complacent in their business models. The payoff on recent investment is a very encouraging sign for most of the broadcasters.”