IBM’s Institute for Business Value has released the results of a global survey to over 2,400 respondets used to help measure the changing consumer media consumption habits from countries such as the US, UK, Germany, Australian and Japan.
Survey Demographics:
- 64 percent female and 36 percent male, 18 years and over with approximately 45 percent surveyed between the ages of 18-34, 25 percent surveyed between ages of 35-44, and 30 percent surveyed age 45 and over
- 885 respondents in the US, 559 respondents in the U.K., 338 respondents in Germany, 263 respondents in Australia and 378 respondents in Japan
Survey Highlights:
- 19 percent stated spending six hours or more per day on personal Internet usage, versus nine percent of respondents who reported the same levels of TV viewing
- 66 percent reported viewing between one to four hours of TV per day, versus 60 percent who reported the same levels of personal Internet usage
Television Viewing Shifts
In the largest digital video recorder market, 24 percent of U.S. respondents reported owning a DVR in their home and watching at least 50 percent of television programming on replay. Surprisingly, 33 percent in the U.S. reported watching more television content than before the DVR. More than twice as many U.K. consumers surveyed use video on demand services than own a DVR, and less than a third of U.K. consumers have changed their overall TV consumption as a result of DVR ownership. In Australia, despite owning a DVR, most respondents prefer live television or replay less than 25 percent of their programming.
Online Content Trends
Consumers are increasingly contributing to online video or social networking sites: nine percent of German and seven percent of U.S. respondents claim to have contributed to a user-generated content site; 26 percent of U.S. respondents reported contributing to a social networking site. While the numbers were slightly less from other countries like the UK (20 percent) and Japan (9 percent), they are also significant. Australia topped all countries surveyed with 36 percent contributing to social networking sites and nine percent contributing to video content sites. Of those who contributed content, an average of 58 percent worldwide did so for recognition and community, not monetary gain.
Mobile Content Trends
In the UK, nearly a third of users who watch mobile TV reduced their standard TV set viewing patterns as a result of new mobile device services. 18 percent said they reduced “normal” television by a little and another eight percent reduced “normal” television by a lot; four percent substituted television on their regular TV with their new device altogether. For respondents in Germany who had watched mobile video, 23 percent prefer to view user generated content, and 21 percent prefer video trailers or promotions.
