Online TV viewing doubles in the US from a year agoNovember 14th, 2007 - 2:33 am ICT by admin
“Although online television viewing is still not a widespread phenomenon, the proportion of users has increased since 2006 and is likely to increase over time, given consumers’ love for entertainment,” says Lynn Franco, Director of The Conference Board Consumer Research Center.
The survey has revealed that around 73 per cent of households, who use the internet, surf entertainment websites on a daily basis, and an additional 15 per cent search for entertainment several times a week.
People’s inclination towards online broadcasts is increasing because they offer personal convenience to the customers and avoid commercials, according to the survey of 10,000 households.
More than three out of five online TV viewers cited personal convenience as the major reason for watching TV broadcasts online, while over one-third of the people surveyed said that they chose online viewing to avoid commercials.
Portability and a preference for computer viewing were also among the causes of people’s growing interest in online entertainment.
“One reason that personal convenience is the top reason for online viewing is that much of the same content available for television viewers is also available online,” Franco says.
The number of online users who catch up on missed content has increased to 42 per cent from 30 per cent a year ago.
The number of people watching entire episodes on the internet has doubled from a year ago, and nearly 50 per cent of internet users watch their favourite shows online. Other online viewing preferences include sports, entertainment, previews, and additional content.
All this has replaced the news as the most widely viewed content online.
“Over the next few years, the growing popularity of viewing TV episodes/shows online is going to have a huge impact on the way brands and advertisers communicate with viewers,” says Shari Morwood, E.V.P. of Technology, Telecommunications and Media at TNS.
“If advertisers can effectively leverage the online video platform, we should see much more interactivity and emotional connection between brands and the online TV viewing audience. On a broader scale, we will also see changes in viewing preferences, including TV on mobile devices, as media, telecom, and technology increasingly converge,” Morwood added.
While four out of five online viewers said that watching programmes on the internet had not changed their TV viewing habits, a small percentage claimed experiencing this change.
About two-thirds of viewers stream online content, and more than 40 percent download content for free. (ANI)
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