New Study: Consumers are Poised for a Radical Shift in TV Consumption
New study from Chadwick Martin Bailey finds 63% of consumers who watch TV or video on a tablet did so even when there was a TV available
Boston, MA (PRWEB) February 15, 2012
A new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, uncovers major changes in how people are watching TV and movies, and the choices they make when it comes to the content they watch online. Once the domain of early adopters, more than half (54%) of all consumers have already tried alternatives to pay TV (i.e. Netflix, Apple TV, or a network’s website). An even greater shift is expected, with 16% of all pay TV customers saying they are likely to reduce their level of pay TV service in the next year. In addition to the notable findings below, a summary report is available for download from Chadwick Martin Bailey’s website .
This study finds consumers of all stripes would adopt online TV viewing more broadly once providers develop a simple, reliable, and cost effective solution. According to this study, many of the prerequisites for this shift are already in place. The biggest screen doesn’t always win, even at home. Core viewing behaviors are changing; 63% of people who recently watched TV on a tablet say they used a tablet even though they had access to a television with the very same content available.
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