May 14, 2014 11:30 AM EDT
Mobile Digital Trends are also being impacted by consumer viewing of TV programming and movies over the Internet is growing, according to a new survey released by Accenture. The demand for more devices and more online content, as well as consumers’ willingness to pay for better access to content, is also reshaping in media and entertainment.
“If consumers act on these intentions, it will represent remarkable growth in the addressable market for online video,” said Gavin Mann, Accenture’s global broadcast industry lead. “This rapid digital expansion is fostering a new era of personalized TV experiences with the number of video-centric connected devices predicted to surpass the world’s population by 2017.”
Digital Trends / Google
The fourth annual multi-national “Accenture Digital Consumer Survey” for communications, media and technology companies, found significant daily consumption of online content across a number of different devices and video screens. The survey found that 25 percent of respondents indicated they intend to purchase a connected TV in the next 12 months. And, another 11 percent intend to replace an existing connected television, while 12 percent plan to purchase a tablet, expanding the market of addressable screens even further.
Consumers clearly want all of their content to be seamlessly bundled. When asked to express their preference for a non-traditional broadcaster to provide them access to video, respondents selected Google, Apple and Samsung, in that order. The selections were based on the companies’ potential to deliver Pay TV, VOD and Catch-up TV, not the current core capabilities of these companies.
“It is no coincidence that the three most popular brands also have the largest market share of phones and tablets. Consumers clearly value content seamlessly bundled with devices – the reason Amazon dominates the ebook market with Kindle - it provides the best end-to-end experience. It will be interesting to see if Amazon climbs up the list when they launch a TV product,” said Mann.
Nielsen also recently reports that the number of digital devices and platforms available to today’s consumers has exploded in recent years. “These disruptors are clearly bringing a lot of new technology to our century-old television viewing experience. Today’s incumbents have a great opportunity if they can innovate, while successfully leveraging their core strengths. Tomorrow’s high performers – will be those that combine art and technology.” Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. And these changes are contributing to the media revolution and blurring traditional media definitions.
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