42% of Consumers Would Rather View TV shows on a Laptop/Desktop, Reports Accenture

The global online survey of 26,000 consumers in 26 countries conducted by Accenture for its annual Digital Consumer Survey reveals that consumers increasingly prefer to watch TV shows on devices such as laptop and desktop personal computers and smartphones. More than four in 10 consumers (42%) said they would rather view TV shows on a laptop or desktop, up from 32% in last year’s survey. 13% said they prefer watching TV shows on their smartphones, compared with 10% last year.

As recently as 2014, the survey revealed that nearly two-thirds (65%) of consumers preferred the TV set for viewing TV shows.

Gavin Mann, global managing director for Accenture’s broadcast business, explains: “The dominance of the TV set as the undisputed go-to entertainment device is ending. While a great number of people still watch plenty of TV shows on TV sets, our research uncovers a rapid acceleration in their preference for viewing on other digital devices — especially laptops, desktops and smartphones.”

While consumers increasingly prefer to watch TV shows on laptops and desktops, the smartphone is becoming the preferred device for watching short video clips. In the most-recent survey, more than one-third (41%) of consumers said they would rather view these clips on their mobile handsets, a substantial increase from 28% last year. In contrast, the number of consumers who said they would rather watch video clips on their laptops and desktops dropped slightly, from 47% to 44% over the last year, while the number who said they prefer to view these clips on their TV sets dropped even more, from 16% to only 5%.

The report makes several recommendations for how media companies should respond to the shift in consumers’ video consumption habits from TV sets to other devices, including focusing more on their target audiences to identify exactly what content their viewers want to receive – and when, for how long and on what type of screen.

The report can be downloaded here.

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