Europe's online source of news, data & analysis for professionals involved in packaged media and new delivery technologies

EPC maps consumer usage, purchase intentions in the digital landscape

For the second year running, the European Publishers Council (EPC), representing Europe's leading media organisations, released its Global Media Trends Book. It aims to illuminate digital media revenue and usage trends in order to show where investment and strategy opportunities lie for media companies. The 500 data sets contained in this report come from more than 75 media research firms worldwide, representing more than 100 studies.

Accenture's 2012 global study of consumer electronics purchase intent underscores the assertions that smartphones and tablets are hot-ticket items. Twenty-six percent of the survey respondents across the world said they intend to buy a smartphone in 2013, a 3% increase from 2012's survey. Meanwhile, only 5% of the respondents said they were going to purchase a regular mobile phone, a decrease of 8% from the previous year.

Tablet purchase intent led the pack of digital devices with the highest growth in purchase intent: 8%, with 17% of the respondents saying they intend to buy a tablet in 2013.

High-definition television is the second most sought-after digital device, with 20% of respondents saying they intend to buy this year, however, the intention to buy an HDTV has dropped 5% since 2012?s survey.

Of note. Some 14% of respondents indicated their intention to buy a 3D TV this year - 1% more than last year. Nearly 12% told they plan to acquire a Blu-ray player - unchanged over 2012 - and just under 4% of respondents are interested in a DVD player, same as last year.

Computer purchase intent has held steady since the previous survey, with 17% intending to buy this year, a 1% increase from last year.

In terms of content usage patterns, Internet video consumption is dominating the Internet landscape worldwide, according to eMedia Institute. By 2015, Internet video will represent 33.6% of all Internet traffic, compared to 8.6% for web, email and data; and 8.1% for P2P file sharing. In 2012, Internet video only represented 12.1% of Internet use, while web, email and data made up 4.1%, and P2P file sharing made up 5.3%.

Regular online video usage is set to grow from 2011 to 2016 across the world, according to IDATE. Among the countries where penetration of regular video usage will grow four and five percentage points are the United States, United Kingdom, France, Germany, Italy, Spain, Japan and South Korea. China, because of its size and limited Internet connectivity across the vast country, will growth at a relatively faster rate, but still in limited numbers.

Video viewership includes many formats. E-Media Institute projects that by 2015, long form video will dominate the Internet landscape, with 47% of the video traffic, followed by 18% video to TV, 10% live TV, 9% short form, 10% mobile and 6% other.

ComScore has projected mobile video usage to grow steadily in each country studied by 2016, especially in the United States and Japan. Mobile video usage will double in the United States from 2011 to 2016, from 9% to 18% among mobile phone subscribers, while it will grow in Japan - the most advanced mobile phone society - from 24% to 29%.

Significant mobile video expansion will take place in European countries as well. In France, mobile video use will grow from 5% to 12%; in the United Kingdom, from 4% to 8%; in Germany, from 3% to 7%; in Italy, from 4% to 7%; and in Spain, from 4% to 8%.

Story filed 30.10.13

Bookmark and Share

Article Comments

comments powered by Disqus