More Consumers Prefer to Watch TV Shows on Computers, Than on TVs

The TV Set is Losing Its Position as Top Entertainment Device

Accenture logoIn an amazingly swift, one-year shift in consumer preferences, a new survey says that most consumers would rather watch TV programming on a computer than on a TV. Just one year ago, the same survey produced the exact opposite result. Although the number of consumers watching TV content on computers has been increasing over  the years, this is the first time that computers were picked by a substantial majority.

See more on this new and surprising consumer data…



In a report by eMarketer, this new survey from Accenture, a large management consulting company, was said to be conducted with a worldwide sample of 26,000 internet users. Accenture notes that this result tracks a four-year trend that they have previously identified. But with a dramatic 55% one-year drop in the percentage of respondents who prefer to watch TV content on a TV, it is clear that the pace of change is accelerating.

As recently as 2014, this same survey showed that almost a full two-thirds of respondents (65%) preferred a TV set to a computer. In 2016, 52% of respondents said they preferred to watch TV content on a TV. But this number dropped dramatically – by 55% –  to only 23% picking TVs over computers in the 2017 survey.

A Dramatic Shift in Consumer Preference

Graph of survey resultsAt the same time, more than 4 in 10 (42%) said they preferred to watch TV content on a laptop or desktop computer in the 2017 survey, up almost 20% over the 23% who said this in 2016.

“The dominance of the TV set as the undisputed go-to entertainment device is ending,” said Gavin Mann, global managing director for Accenture’s broadcast business. “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.”



Accenture has released a report drawn from their research titled Winning Experiences in the New Video World, which it says shows several other interesting trends. For example, while consumers are increasingly choosing to consume TV content on their computers, at the same time, they prefer to watch video clips on their smartphone. This is also a shift away from watching video clips on their computers or on their TV sets.

A ‘New Video World’



“Driving this rapid shift in consumer preferences is the growing convenience, availability and quality of more personalized and compelling content on laptop and desktop personal computers and smartphones,” Mann added. “The massive and accelerating push by communications and media companies to provide ubiquitous content – TV everywhere including over-the-top – has empowered consumers to access high-quality content across multiple devices.”

To learn more about this and other research, visit: www.accenture.com.


About Ted

A sales and marketing specialist - primarily in the technology industry - I've experienced a sort of "circle of life" in business. I've been a mass merchant retailer, a specialty retailer, a specialty manufacturer, a large volume manufacturer, a distributor, and even represented sales representatives. Now the owner of a marketing company that works with a variety of businesses on improving their strategic marketing and business development - I analyze issues from all angles to develop holistic solutions.

Comments

More Consumers Prefer to Watch TV Shows on Computers, Than on TVs — 2 Comments

  1. Unfortunate that tablets were not treated as a separate category of devices in this survey, since it is the tablet (or tablet PC?) that the so-called “Smart TV” is trying to emulate, and ultimately converge with.

    My experience with PCs for TV watching and home theater applications is that they are temperamental, and their interface does not work as well when used at a distance. The ‘desktop’ of modern operating systems is designed for viewing and use at a distance of 2-3 feet, maximum – beyond that distance, the icons, control elements and text become too small to use, even with a Gyration-style accelerometer remote or a touchpad as the pointing device instead of a mouse. So I expect that if customers prefer watching TV on their PC, it is at a close distance, and products for enhancing visual/audio performance need to focus on performing well at that short distance.

  2. Pingback: TVs Era as Top Entertainment Device May Be Over | TDG

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