The Consumer Electronics Association (CEA) announced its latest study suggests that U.S. consumers still prefer to use televisions to watch video.
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Unedited press release follows:
Consumers View Video Via More Platforms, But HDTVs Most Popular, CEA Study Finds
Future Purchases Based on Screen Size, Picture Quality, Innovation
ARLINGTON, Va. — As video consumption increases and viewing devices vary, consumers are still using televisions most often to watch video, according to The Evolving Video Landscape study released today by the Consumer Electronics Association (CEA)®.
Consumers are watching more video than they have in the past, across a variety of platforms. One-third of U.S. adults online (34 percent) say they watch more video content today than they did a year ago. Viewing of television video programming is up 28 percent, with consumers citing convenience and the appeal/variety of programming as the top factors for increased viewing. Viewing of content on portable devices has also increased, with 40 percent watching more on those devices today than a year ago.
Many consumers (66 percent) who are watching video content on television are simultaneously using other consumer electronics (CE) devices. This behavior is more prevalent among younger consumers, as 85 percent of 18- to 24-year-olds and 70 percent of 25- to 34-year-olds multitask with another device while watching video on a television. U.S. adults online report watching some type of video content an average of 3.2 hours a day, five days per week.
Televisions continue to be the most commonly used device for watching video but other devices are gaining in popularity. HDTVs are the most prevalent devices used for video viewing, used by two-thirds (66 percent) of U.S. adults online. Computers are also commonly used to watch video, with 62 percent using a laptop to watch video and 55 percent using a desktop. One-third (33 percent) of consumers are using their smartphones to watch video content, and 17 percent are using their tablets.
“Consumers are watching more video than they have in years past and they are seeking devices and technologies that deliver a quality video and audio experience,” said Shawn DuBravac, CEA’s chief economist and director of research. “However, younger consumers accustomed to multitasking are defining new video behaviors as they watch video content across multiple platforms, on their own schedule, all while interacting socially on their devices with their friends.”
Televisions have also emerged as a device that can do more than just play video. Among consumers using televisions to watch video content, nearly half (47 percent) also use their sets for other purposes. One in three (34 percent) consumers who use a television to watch video also use their set to listen to music, and one in five (21 percent) uses a television to listen to audio. Usage also varies by age and the type of display owned. Younger consumers, those under age 25, rely on their TVs more for music, social media, going on the Web and communicating. Consumers with Internet-enabled TVs use their displays in a number of ways as well: 47 percent listen to music, 28 percent use social media, 26 percent surf the Web and 23 percent view photos.
Future television purchases will be based on better picture quality and larger screen sizes as consumers will continue to seek the latest innovations in the market. Almost half (48 percent) of consumers planning to purchase a TV in the next 12 months will be replacing an aging, obsolete or broken set. However, half (51 percent) desire improved picture quality in a new display and half (50 percent) want a larger screen size. One in four (24 percent) consumers with intentions to purchase a TV over the next year expect to purchase a 3DTV; 21 percent plan to purchase an OLED display; and a quarter of consumers (25 percent) plan to purchase an Internet-enabled TV. While stated purchase intentions do not always translate to transactions, the study clearly shows many consumers have their eyes fixed on newer TV technologies.
“Easy access to the Web makes TVs more versatile, allowing us to stay connected, informed and entertained,” said DuBravac. “In the future, new technologies, like OLED and 3D, will continue to improve the viewer experience, and Internet-enabled sets will fulfill consumers’ desires to be connected.”
The Evolving Video Landscape Study (April 2012) was conducted between February 22 and March 2, 2012. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at members.CE.org. Non-members may purchase the study at the CEA Store.
About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $195 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and through social media; https://www.facebook.com/#!/CEAfeed, http://twitter.com/ceafeed, http://blog.ce.org/.