Consumer study shows changing TV behavior
(Thomson Reuters ONE) -
* Internet-based TV is growing rapidly, with 50 percent of the consumers using
it every week
* Promise of future revenues, despite consumers' current unwillingness to pay
for online content
* Consumer spending will shift with increase of on-demand
* High interest in touch screen tablet
* Sample representative of more than 300 million consumers
Ericsson's (NASDAQ:ERIC) ConsumerLab has released the results of a recent study
called "Multi Screen Media Consumption 2010". Data was collected in China,
Germany, Spain, Sweden, Taiwan, the UK and US. The sample in the study is
representative of more than 300 million consumers.
The study shows that people are spending up to 35 percent of their leisure time
watching TV and video content, and that consumers are becoming more aware of new
technologies, which in turn are creating new patterns of media consumption.
At least once a week, 93 percent are still watching scheduled "linear" broadcast
TV, but the role of broadcast TV is changing owing to the introduction of new
distribution channels. More than 70 percent of consumers surveyed are streaming,
downloading or watching recorded broadcast TV on a weekly basis, and 50 percent
are using internet-based on-demand TV/video every week
Broadcast live content is still very important to consumers, but the ability to
decide when and how to watch TV will affect the role of linear or scheduled
broadcast content.
The consumers are requesting a personalized, easy-to-use, high-quality,
on-demand service without commercial breaks as their next TV service.
Anders Erlandsson, Senior Advisor at Ericsson ConsumerLab, says: "The conclusion
of our study is that the consumption is fragmented and complex. There are few
established consumption patterns and it's a trial-and-error market with lots of
curiosity around it. "The consumer is looking for a solution that can offer them
the freedom to choose what they want, when they want it and how they want it.
The user experience is in focus, rather than the technical platform."
Data shows a clear correlation between which features consumers find important
and their willingness to pay for them. Today, the consumer spending is not
proportionate to the viewing time invested. The average consumer spends EUR 38
per month on their TV viewing, and almost 60 percent of that relates to
broadcast TV. However, since the time spent watching broadcast TV accounts for
only about 40 percent of the total TV/video consumption, it is clear that
consumers are not paying for what they use the most. Ericsson ConsumerLab
findings show clearly that consumer spending will shift in the future, with a
significant increase in on-demand spending, provided that consumer requirements
for high quality, ease of use and access to the right content are met.
The study also covers consumers' attitudes to the touch screen tablet and how it
fits into their TV consumption; 37 percent are very interested in using a tablet
as a remote control.
At Ericsson ConsumerLab studies focus on how consumers act and what they think
about telecom and TV products and services, helping operators understand their
customers and develop revenue-generating strategies.
Notes to editors:
Ericsson Television web site:
http://www.ericsson.com/campaign/televisionary/
Our multimedia content is available at the broadcast room:
www.ericsson.com/broadcast_room
Ericsson is the world's leading provider of technology and services to telecom
operators. Ericsson is the leader in 2G, 3G and 4G mobile technologies, and
provides support for networks with over 2 billion subscribers and has the
leading position in managed services. The company's portfolio comprises mobile
and fixed network infrastructure, telecom services, software, broadband and
multimedia solutions for operators, enterprises and the media industry. The Sony
Ericsson and ST-Ericsson joint ventures provide consumers with feature-rich
personal mobile devices.
Ericsson is advancing its vision of being the "prime driver in an
all-communicating world" through innovation, technology, and sustainable
business solutions. Working in 175 countries, more than 80,000 employees
generated revenue of SEK 206.5 billion (USD 27.1 billion) in 2009. Founded in
1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on OMX
NASDAQ, Stockholm and NASDAQ New York.
www.ericsson.com
www.twitter.com/ericssonpress
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www.youtube.com/ericssonpress
FOR FURTHER INFORMATION, PLEASE CONTACT
Ericsson Corporate Public & Media Relations
Phone: +46 10 719 69 92
E-mail:media.relations(at)ericsson.com
Ericsson Investor Relations
Phone: +46 10 719 00 00
E-mail:investor.relations(at)ericsson.com
UPCOMING EVENTS
IBC, Amsterdam, The Netherlands, September 10-14
For more information please contact the Ericsson Media Relations Team.
[HUG#1440031]
Summary of report:
http://hugin.info/1061/R/1440031/384371.pdf
PDF press release:
http://hugin.info/1061/R/1440031/384372.pdf
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Source: Ericsson via Thomson Reuters ONE
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Datum: 25.08.2010 - 12:01 Uhr
Sprache: Deutsch
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