After polling nearly ten thousand consumers in 17 countries around the world, Motorola Mobility claims that mobile devices and DVRs are fundamentally changing the ways in which consumers watch video, and also believes it has uncovered a decline in social media conversations around programmes in some key markets.
With consumers around the world watching an average of 25 hours of TV programming and films each week (including a huge increase in TV viewing from ten hours in 2011 to 19 hours this year), it appears that time-and-place shifting technologies are encouraging viewers to watch ever more content.
Recording behaviours are described as a constant of the content experience – but much of this recorded content is being ignored or forgotten, with almost a third of recorded content falling into this category.
Tablet owners = hungry for content
The living room remains the “epicentre” of the home content experience, according to Motorola, although viewers want to be able to move content between devices more easily, with over three-quarters of respondents interested in a service that automatically loaded content a user liked to their mobile device.
Interestingly, tablet owners are believed to be the hungriest for content – tablet owners watch 6.7 hours of content on average a week, versus an average of 5.5 hours for non-tablet owners. They are also more likely to use a service provider’s TV catch-up service (47% versus 31%).
“This year’s study shows us that consumers take their viewing experiences very seriously,” said John Burke, SVP and General Manager of Converged Solutions at Motorola Mobility
“They want to be firmly in control of the way they experience their videos, but they’re frustrated. Increasingly, they’re using tablets and smartphones to view their content, and they expect this experience to transition seamlessly across their favourite programs, whenever and wherever they like.”
Declining social TV activity?
Finally, around half of global consumers have followed social media conversations about a TV programme on a companion device while watching a show, but this proportion goes up to 60% for younger demographics.
Some countries actually saw a decline in social media conversations around TV shows last year: the UK fell from 39% of respondents having done so in 2010 to 24% in 2012, while the US fell from 32% to 23% over the same time frame.
Increases were observed in Turkey (rising from 44% in 2010 to 55% in 2012) and in the United Arab Emirates (rising from 60% to 64%) – suggesting that it is not necessarily the most developed TV markets that show the greatest appetite for social TV.