The majority (nearly 60%) of US consumers remain loyal to their TVs as their preferred screen to watch video, but also want they smartphones and tablets by their side so they can be online and multitask, according to KPMG’s 2013 Digital Debate survey.
The survey, conducted by pollsters YouGov with more than 1,000 consumers in the US and 9,000 globally, found that the emerging wave of mobile-centric consumers is driving 14% of US consumers to prefer watching TV via their mobile or tablet for greater flexibility.
In the US, 42% of consumers quizzed say they watch TV and access the Internet via a laptop or PC, while 17% watch TV and access the Internet via a smartphone. The study also found that 22% watch TV and use a social networking site at the same time.
“The move to digital has had a dramatic impact on how we consume music, publishing and newspapers,” said Paul Wissmann, national leader of KPMG’s US Media & Telecommunications practice. ”But we are still early in the process of a transition to digital anytime-anywhere availability across all media sectors.
“Smart TV is the next disruptor”
“The introduction of smart TVs is an indication of how the digital transition is accelerating to coincide with the demand of today’s consumers to access anything, anywhere and at anytime,” adds Wissmann. ”The smart TV is beginning to reveal itself as the next disruptor.”
On a global basis, urban consumers in China, Brazil and Singapore are proving to be the world’s most voracious users of digital media, powered by the rapid uptake of smartphones and tablets. Interestingly, consumers across all markets spend a similar amount of time accessing media online as they do using traditional media.
Perhaps the most significant finding of the report however is that the new generation of mobile-centric consumers is getting its first media experience via mobile devices. This growing segment is found to have a much greater preference for digital media, and the coming of next-generation, high-speed mobile networks will likely accelerate this trend, says KPMG.