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In multiscreen universe, the TV set is still primary device to watch video

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 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 US adults online (34%) say they watch more video content today than they did a year ago. Viewing of television programming is up 28%, 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% watching more on those devices today than a year ago.

Many consumers (66%) who are watching video content on television are simultaneously using other consumer electronics devices. This behaviour is more prevalent among younger consumers, as 85% of 18- to-24-year-olds and 70% of 25- to-34-year-olds multitask with another device while watching video on a television.

US 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%) of US adults online. Computers are also commonly used to watch video, with 62% using a laptop to watch video and 55% using a desktop. One-third (33%) of consumers are using their smartphones to watch video content, and 17%are using their tablets.

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%) also use their sets for other purposes. One in three (34%) consumers who use a television to watch video also use their set to listen to music, and one in five (21%) 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% listen to music, 28% use social media, 26% surf the Web and 23% 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. Half (51%) desire improved picture quality in a new display and half (50%) want a larger screen size. One in four (24%) consumers with intentions to purchase a TV over the next year expect to purchase a 3DTV; 21% plan to purchase an OLED display; and a quarter of consumers (25%) plan to purchase an Internet-enabled TV.

The Evolving Video Landscape Study (April 2012) was conducted between February 22 and March 2, 2012.

Story filed 18.05.12

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