Ericsson have released a report summarising a large research study of global TV and video consumption. Predictably they focus on TV and video viewing on mobile devices, stating that 72% of participants use mobiles to watch video at least weekly. Confirming an emerging trend, they saw that 75% of participants multitask using mobile devices whilst watching TV. Interestingly they point out that 41% of late adopters, participants between 65-69 years of age, stream on demand TV and video content at least weekly. The silver surfers no longer want to be tied to broadcast TV schedules.
The report mentions that VoD is increasingly used for relaxation, while linear TV is used for appointment watching. People make an effort to watch scheduled events such as live sports and content which must be watched 'here and now', possibly because of social viewing behaviours associated with this type of content.
People are choosing how to watch content based on what is available and best suited to their current context. Different content from different sources at different times and in different locations. The report maps out participants' viewing habits across a day, something that we regularly do during our user centred design process:
Viewing content is becoming a continuous activity rather than one that is treated as an act of relaxation and luxury. TV is now seen as an ever-present commodity, which people expect to be able to access anywhere and any time.
The report also states the importance consumers place on placeshifting (watching content over a period across devices) and social TV. People are using TV and video to fill time in bed, waiting in a cafe or at the gym. Hours spent watching on TV screens and desktops is decreasing slightly, while all other screens are increasing. Homes are less likely to have multiple TVs, instead having one main TV and then other devices used flexibly to access content. TVs are becoming less of a focus in the home, with increasing individual watching.
The report also summarises participants' views of subscription VoD and transaction VoD services.
- Easy to add to existing setup
- Easy and fun to use
- Available on all devices
- Not part of everyday TV setup
- Only for specific content
- 24 hour viewing limit is a barrier
Content discovery is also discussed, specifically that consumers have different and complex ways of finding new content. People form habits around content discovery which they resort to when trying to reduce the complexity of choice. Content discovery journeys may span multiple devices, with people finding content on one device, then watching it on another.
This report is essential reading here at Ostmodern, giving us new insights and confirming behaviours we have seen in our own research.
Experience-related factors will be valued higher and will be marked by a greater willingness to pay.