Online TV viewership has doubled in the last two years in the United States, with nearly one-fifth households watching broadcasts on internet, according to survey results released here today.
The Consumer Internet Barometer is based on a quarterly survey of 10,000 U.S. households and has been jointly carried out by the U.S. Conference Board and marketing research service provider TNS. The latest report shows that the top two destinations for online broadcasts are the official TV channel homepage and YouTube.com.
Flexibility, which means users can watch broadcasts on their own time and at their convenience, is the top reason people tune in online. Other reasons include avoiding commercials and portability.
Nearly 72 percent of online households log on for entertainment purposes on a daily basis, and one in ten cites entertainment as the most important internet activity.
"Most consumers are pressed for time and require flexibility in their daily schedules and TV viewing habits," said Lynn Franco, Director of The Conference Board Consumer Research Center. "Being able to watch broadcasts on their own time and at their convenience are clearly reasons why we are seeing a greater number turning to the Internet. And, it is the reason why we would expect to see this trend continue."
The top five types of shows viewed online are news, drama, sitcom/comedy, reality shows and sports, with user generated content following close behind. Other categories attracting viewers include previews, additional content from favorite shows, soap operas, and advertisements.
Among online TV viewers, almost nine out of 10 watch online broadcasts at home. About 15 percent say they watch internet broadcasts in the office, and 6 percent watch TV online from other locations, including the library or a friend's home.
"The shift from appointment TV to content on demand is well underway," said Michael Saxon, Senior Vice President of TNS Brand and Communications. "Fundamentally, consumers expect content to be available when they want it, and on the screen of their choice TV,PC, or mobile. For consumers, PCs enhance content on demand from simply time-shifting to place-shifting. Online content can be viewed in any room in the house, or at work or school."
The top methods for viewing broadcasts online are streaming video, used by 68 percent of online TV viewers, and free download, used by 38 percent of viewers. The top two destinations for online broadcasts are the official TV channel homepage, accessed by 65 percent of viewers, and YouTube.com, accessed by 41 percent of viewers. Few consumers are willing to enroll in pay per download and subscription services.
Source:Xinhua
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