Survey: 'Other Screens' Displacing the TV Set

Consumers intend to buy fewer TV sets this year, and fewer are regularly watching content on them, according to a new Accenture survey. Consumers are rapidly turning to other consumer electronics devices such as smartphones and tablet computers to view media, while also using more online services and downloading applications for various purposes, including entertainment.

The survey, which polled approximately 10,000 online consumers worldwide, indicates that the percentage of consumers watching broadcast or cable TV in a typical week on TV sets fell from 71% in 2009 to 48% in 2011. The percentage of consumers who intend to buy a TV set during the next 12 months declined from 35% in 2010 to 32% in 2011.

In a statement, Mitch Cline, global managing director of Accenture's electronics and high-tech group, said: "While consumers will no doubt continue to buy TVs, consumers' preferences are shifting. They are rapidly substituting other screens, such as laptops, desktops, tablets and smartphones, to view media content."

  • Smartphones and tablets are increasingly being used for entertainment purposes. For example, 44% of tablet owners stream media content, and 43% download applications at least once per week.

  • More than half (56%) of the survey respondents indicated they have changed their behaviors due to online services and cloud computing, and 26% stream media content. Of 18-34 year olds, almost half (47%) play online games and more than a third (36%) stream media content.

  • More than half (56%) of the respondents use entertainment applications (music, single or group games, and videos).

  • In terms of desirable TV set features, 42% of respondents indicated that high-definition resolution was an important consideration. Only 25% cited 3D functionality as a desired capability of a new TV. Likewise, 25% indicated they would be more predisposed to buying a TV if it offered the ability to connect to the Internet.

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