The use of laptops, smartphones and tablets for content viewing is rapidly increasing, according to Ericsson ConsumerLab’s new report.
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[Via Satellite 08-30-13] Current television trends centered on mobile viewership was one of the key facets of a new “TV & Media” report by Ericsson ConsumerLab. The research group, which gains its knowledge through a global consumer research program based on interviews with approximately 100,000 individuals each year, used both quantitative and qualitative methods to determine consumer behaviors and values. The report, which is the fourth annual report to investigate consumer trends in television, also highlights trends in content viewership locations and durations, and “à la carte” content options.

Over time, consumer viewing habits have evolved from families enjoying content on one living room TV set with traditional broadcast services. Entertainment has become portable, giving consumers the ability to access content wherever they go. Television viewing and video now takes place throughout the day, and as exposure to content increases, so does our attitude and behavior toward it, according to the report.

Still, the use of laptops, smartphones and tablets is rapidly increasing, as 72 percent of people surveyed use a mobile screen for viewing content each week, the report shows.

“When the TV industry began talking about mobile TV, everyone assumed it was going to consist mainly of professionally-made shorter video clips. Now, we see a really interesting twist on that story,” said Anders Erlandsson, senior researcher at Ericsson ConsumerLab during a conference call. “People are indeed watching shorter video sessions, but they create the video clips themselves by pausing and resuming full-length TV shows and movies whenever it suits them.”

According to the report, 75 percent of people multi-task by using mobile devices while watching TV. A quarter of participants watch multiple video sources at the same time. According to data collected by the ConsumerLab, reading email and browsing the web are the most common of these activities, and one in four people are now using additional devices to watch multiple programs at the same time at least once a week. The findings highlight the new role of television as a multiscreen and multitasking activity.

Another trend, which Ericsson ConsumerLab calls “place-shifted viewing,” has formed with use of the “continue viewing” function of many on-demand services. The trend involves consumers watching one piece of content over a period of time, in various situations by using the same service on different devices. It permits consumers to divide the viewing of the content, transforming feature length films into a mini-series or making the now-popular “Netflix binge” possible.

Perhaps one reason for the trend is the technology’s ease of use for mature citizens. According to the report, 41 percent of 65 to 69 year olds studied stream on-demand/time shifted TV and video content, including YouTube, on a more than weekly basis. Since 2011, there has been a 24 percent rise in the number of late adopters who do not want to follow a TV schedule, the ConsumerLab revealed.

Also, more than half of all respondents state that their computer and Internet connection are essential parts of their TV and video consumption habits. Computers and Internet access enable viewers to customize their viewing experiences. “The quest has begun to become the first easy to use, à la carte TV solution provider that aggregates consumer TV and video needs. Consumers rank having an à la carte TV offering as the fifth most important aspect of their viewing experience,” Erlandsson added.

In addition to tailoring viewing experiences, people are customizing their own content. With quality video production equipment becoming accessible for consumers and the explosion of free video publishing sites, user-generated content (UGC) is becoming progressively important. The report reveals that as many as 82 percent use YouTube or a similar service at least monthly. Common UGC categories include unbiased product reviews, do-it-yourself and instruction videos, education and learning, gaming, and parodies. According to YouTube, the most viewed user-generated video of all time is “Charlie bit my finger – again,” a viral video from 2007. The 56-second video has more than 500 million views.

While television viewership transforms, so does the way in which we interact while viewing. The report reveals social networking sites and forums are used on a weekly basis by 59 percent of people while watching TV across all age groups. In 2011, only 19 percent of those aged 55 to 59 engaged in this behavior on a weekly basis. Today, this figure has increased to no less than 37 percent, according to ConsumerLab. Additionally, 49 percent use apps or browse the Internet to research the content they are watching. The report also states that almost 1 in 3 people will discuss what they are currently viewing over social networks or chats. One example of this trend is ABC’s “Scandal,” with 253,947 Twitter followers on its official account. The show’s second season generated more than 1.8 million tweets before its finale, according to ABC.

Although TV screen viewing is decreasing, it is still the device most used for video consumption, according to the report. “Linear TV still has an important role for consumers, and we don’t see any decline in frequency of usage. For example as many as 36 percent of respondents feel that watching live sports is a very important part of their TV habits,” explained Anders Erlandsson. While the departure of classic television viewing may be delayed, it is greatly enhanced by emerging technology.