According to a global study by the firm Accenture, consumers are less willing to buy a TV. They prefer mobile devices.
According to a global study by Accenture published Wednesday, January 11, 2012, consumers are relying increasingly to smartphones and tablets to watch video content, paid or not, through online services or applications. At the same time, the good old TV is more and more abandoned.
The percentage of persons watching the programs offered by the air channels or those of the cable to a television during a typical week has increased from 71% in 2009 to only 48% in 2011. Similarly, the percentage of consumers likely to buy a TV over the next twelve months fell by three percentage points between 2010 and 2011 (35% against 32%).
"Consumers who favor a lifestyle connected anywhere and anytime, are turning increasingly to other consumer electronics for everyday leisure that only allowed television before. While it is no question that consumers continue to buy televisions, their preferences are changing, "says Jean-Laurent Poitou, responsible for strategy and development of high-tech sector within Accenture.
Smartphones and tablets do not know the crisis
The study reported an impressive growth in the use of smartphones and digital tablets even as consumers place increasingly importance on mobility. Over half, 53% of respondents own a smartphone, against 28% in 2010.
The rate of possession of the tablets increased by 8% in 2010 to 12% in 2011. In addition, consumers who participated in the study considering buy as many consumer electronic products in 2012 and 2011. Between 2010 and 2011, the number of respondents planning to acquire a smartphone from 24% to 27% and 8% to 16% for a tablet, these devices are increasingly used for entertainment . For example, 44% of the owners of bars to watch streaming programs and 43% download applications at least once a week.
The decline of the DVD and the rise of streaming
Over half, 56% of respondents reported having changed their behavior because of the availability of online services and the development of cloud computing. Almost a third (32%) dropped out or substantially abandoned the rental and purchase DVDs; quarter (25%) share more personal information with family and friends and 19% have access to this data from more devices than before. Three quarters (75%) use email, 37% participate in online games and 26% watch streaming content.
The most frequent users of online services to identify among the younger generation (18-34): in fact, almost 47% of them participate in online games and over a third (36%) watch streaming programs.
New requirements for the purchase of a TV
With the success of the tablets, consumers are becoming more demanding in their choice of future TV. In terms of their purchasing criteria, many cite above all the price (55%) and HD (42%). Only 25% cited the 3D Internet access as essential features.
This study was conducted among 10,000 consumers online by taking a representative sample of the population of 10 countries, including USA (South Africa, Germany, Brazil, China, USA, France, India, Japan, Russia and Sweden ). It focuses on the use and expenditure on consumer electronics devices 19 and the applications and services.
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