Consumers' TV viewing habits change

22 April 2009

HAMILTON, Bermuda: Consumers around the world are watching an increasing number of TV channels, and are also growing more interested in viewing content via mediums such as computers and mobile phones, Accenture has found.

The management consultancy firm surveyed some 14,000 consumers in Australia, Brazil, France, Germany, Italy, Japan, Malaysia, Mexico, South Korea, Singapore, Spain, the UK and the US.

It reports that 40% of respondents now watch six TV channels or more, up 5% year-on-year, with 39% viewing eight or more shows a week.

Almost three-quarters of participants said they would like to access broadcast content on their computers, up 13%, with 45% saying the same for mobile, a similar increase on an annual basis.

In all, around two-thirds of consumers in Malaysia, Mexico and Brazil expressed an interest in mobile TV, compared with under 25% of those surveyed in the US, UK and Germany.

Within this, 50% of Americans under the age of 25 expressed a preference for viewing content on mobiles, a total falling to 9% among the over-55s.

In Malaysia, by contrast, 71% of participants form 25–34 years old stated such a desire, falling to 64% in the 35–44 age group, and 53% for 45–54 year olds, before rising to 69% in the over-55 age group.

Almost half of those taking part in the poll said they would be willing to pay for digital programmes, up from 37% last year, while 40% would rather watch advertiser-funded content for free than take up subscription services.

Older consumers were less likely to display a willingness to pay for broadcast content, with only 38% of over-55s agreeing they would happily do so, compared with 60% for those under the age of 25.

Data sourced from Accenture; additional content by WARC staff