Global Tablet Usage for Viewing TV/Video Content Doubles Y/Y

Wednesday, June 27th, 2012 
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More than 70% of Consumers Report Viewing Video Content on Devices other than TV Sets

SANTA CLARA, CA — 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).

Japan, U.S., Germany, UK, Russia, China, Indonesia, BrazilBesides 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.”

Laptop/notebook, Desktop computer, Smartphone/mobile phone, iPod/mp3 player, TabletDespite 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 [email protected], or contact your regional DisplaySearch office in China, Japan, Korea or Taiwan for more information.