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CEA Study: Consumers Still Prefer TVs

5/14/2012 03:31:51 PM Eastern
Arlington, Va. - Despite the abundance of new OLED- and LCD-enabled products flooding the market, consumers continue to use televisions most often to watch video programming, according to a new Consumer Electronics Association (CEA) study.

According to "The Evolving Video Landscape," 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) said they watch more video content today than they did a year ago, and viewing of television video programming is up 28 percent, with consumers citing convenience and the appeal/variety of programming as the top factors to doing so, the CEA said.

Viewing of content on portable devices has also increased, with 40 percent watching more on those devices today than a year ago.

Some 66 percent of consumers who are watching video content on television are simultaneously using other CE devices, the study found.

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.

While televisions continue to be the most commonly used device for watching video, other devices are gaining in popularity.

HDTVs, used by 66 percent of online adults, are the most prevalent devices used for video viewing.

Computers ranked second with 62 percent reporting 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, the CEA found.

"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 research director. "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."

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 21 percent use a television to listen to audio.

Usage also varies by age and the type of display owned. Consumers younger than 25 rely on their TVs more for music, social media, going on the web and communicating, the study found.

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, 51 percent desire improved picture quality in a new display, and half want a larger screen size.

Nearly one-quarter of 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  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," the CEA said.

"Easy access to the web makes TVs more versatile, allowing us to stay connected, informed and entertained," added 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 Feb. 22 and March 2.

The complete study is available free to CEA member companies at http://members.ce.org and may be purchased by non-members.
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