75% of viewers still prefer TV sets for watching content: Ipsos

September 26, 2017 5:38 pm


Market research firm Ipsos shared with AMEinfo today insights into TV and streaming video viewing via sets and other devices, for a study it conducted in 2016 in the UAE.

The firm reveals that, in 2008, the number of devices connected to the Internet exceeded the number of people on earth.

“Today, for each person, there are two connected things and this massive growth in connected devices was mostly driven by smartphone devices,” Ipsos tells AMEinfo.

“Not only is penetration of connected devices increasing, but the usage is also on the rise.”

TV sets still the norm

However, despite this proliferation of mobiles, tablets, PCs and laptops, people still overwhelmingly prefer their TV sets for watching movies, sports or other content.

Ipsos found that three in four viewers still prefer to watch streamed content on TV than any other device.

Meanwhile, data from GlobalWebIndex shows the scenario is the same in Europe and the US. In fact, Asia Pacific is the only region globally that has gone against the norm, where people watch TV content in any form on any device in equal measure.

Otherwise, TV sets are still the undisputed champions.

Nielson agrees

Nielson, a reputed consumer behaviour research organisation, reports that the time spent watching video on TV screens dwarfs watching on all other types of screens combined.

The Nielsen data were compiled between September 26 and December 25, 2016, and include adults in the US aged 18 years of age and older.

What they found was that the average percentage of minutes watched on TV daily was 82.1, with TV-connected devices coming in at 10.3 minutes, PCs at 5.1 minutes, smartphones at 1.8  and tablets at 0.7.

Device rankings

Ipsos data shows that secondary devices other than TVs, which are used to watch or stream online video in the UAE, are predominantly smartphones at 75 per cent.

This is followed by desktops/laptops at 59 per cent and tablets at 29 per cent.

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By Hadi Khatib
Hadi Khatib is a business editor with more than 15 years' experience delivering news and copy of relevance to a wide range of audiences. If newsworthy and actionable, you will find this editor interested in hearing about your sector developments and writing about it.



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