When it comes to viewing premium video, consumers have more options than ever, from TVs to PCs, tablets and game consoles. How are people dealing with all these choices? A new PwC study finds that while traditional TV is still king, consumers are more receptive to new video platforms than they were a year ago, especially tablets.
But the willingness to embrace alternative screens does not appear to extend to mobile phones, whose small screens and slower network connections limit their appeal for watching TV shows and movies. The large screen of the home TV remains the favored way to watch video, with two-thirds of those surveyed indicating interest in tuning in the TV set.
Still, more than half (58%) said they spend more time now viewing movies and TV shows online than they did a year ago. "This was further validated in qualitative discussions, where consumers confirmed that they spend more time using their Internet-connected devices, especially iPads," stated the PwC report.
The study emphasized that people considered tablets a "wholly different mobile viewing experience" compared to smartphones, given screen size. Less than one-quarter (23%) had an interest in watching premium video on smartphones. PwC said the lack of enthusiasm for mobile video is consistent with research it has done over the last 18 months.
The PwC findings were based on a survey of 312 U.S. adults ages 18 to 59 conducted in spring 2011.
-Mark Walsh, MediaPost
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