Global Tablet Usage for Viewing TV/Video Content Doubles Y/Y, NPD DisplaySearch Reports
More than 70% of Consumers Report Viewing Video Content on Devices other than TV Sets
Santa Clara, Calif., June 27, 2012—Use of tablets such as the iPad and Android-based devices by consumers for viewing TV/video content more than doubled in 14 regional markets surveyed, according to the latest Global TV Replacement Study, conducted by NPD DisplaySearch. This growth has occurred in conjunction with increased tablet adoption in these markets. The widespread tablet adoption was driven by improved connectivity infrastructure has facilitated use of these devices as alternate content-viewing devices.
The fastest growing region for tablet usage is Turkey, with tablet use growing from 3.1% in 2011 to 16.5% in 2012. In addition, there was strong tablet usage growth in Germany (up nearly fourfold Y/Y), France and the U.S. (both up more than threefold Y/Y).
Figure 1: Tablet Usage for TV/Video Content Viewing by Countries Surveyed
Source: NPD DisplaySearch Global TV Replacement Study
Besides tablets, consumers are also leveraging other alternate electronic devices such as laptops and mobile phones to view TV/video content. The study indicates that more than 70% of consumers use alternate electronic devices such as tablets, notebook PCs, smart phones, MP3 players and desktop computers to view TV/video content. In mature markets like the U.S., the U.K. and Germany, a higher number of people viewed video content on portable computing devices such as tablets and notebook PCs. In emerging markets like China, Indonesia, Russia and Turkey, consumers reported that they view content on mobile devices such as smart phones, likely due to the relatively high penetration of wireless networks.
“While the trends vary by region, it is evident that consumers around the globe are watching more video and TV content with their portable electronic devices as these provide additional means of accessing content,” noted Riddhi Patel, Research Director of Consumer Insights for NPD DisplaySearch. “Despite this increase, however, TVs still remain the primary device of choice for viewing TV content, with 30% of consumers reporting that they view TV/video content on TVs alone.”
Figure 2: Alternate Ways Consumers View TV/Video Content
Source: NPD DisplaySearch Global TV Replacement Study
Despite increasing use of tablets and alternate smart devices, TV replacement cycles were shorter in 2012 than in 2011 in all the countries surveyed as consumers expressed the desire for improved picture quality, larger size and HD performance, all of which are fulfilled with their adoption of flat panels. Increasing availability of these sets in a range of sizes and declining prices meet up with consumer needs and preferences globally. LCD continues to dominate global markets as the flat panel technology of choice.
The NPD DisplaySearch Global TV Replacement Study offers a focused view of TV replacement trends in 14 global markets. This study also provides insight into the reasons why consumers are replacing their CRT and flat panel TVs. This unique global study provides clients with country-level insights and information based on nationally representative samples of more than 14,000 TV owners. The study combines NPD DisplaySearch TV analyst expertise with the advanced consumer survey design of its parent company, The NPD Group. For more information on the NPD DisplaySearch Global TV Replacement Study, contact Charles Camaroto at 1.888.436.7673, e-mail firstname.lastname@example.org, or contact your regional DisplaySearch office in China, Japan, Korea or Taiwan for more information.
About NPD DisplaySearch
Since 1996, NPD DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. NPD DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. In collaboration with The NPD Group, its parent company, DisplaySearch uniquely offers a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at http://www.displaysearch.com/. Read our blog at http://www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 2,000 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us or visit npd.com and www.npdgroupblog.com. Follow us on Twitter at @npdtech and @npdgroup.