Nov 11, 2011
TV is the most Popular «Screen»
The international research company Nielsen made a survey among more than 27 000 regular on-line users in 55 countries (including Russia) to find out how a video-content is consumed nowadays. People were asked simple questions about how they watch videos today.
TV is a universal and the most significant platform for watching videos. Consumers in many countries daily spend more than 4 hours for watching TV.
66% of interviewed on-line users in Russia daily watch TV. The world average is 60%. In general, Russia takes 12th (out of 55) place in the list of consuming TV content.
HDTV (high definition TV) already improved an experience of consuming TV content by 30% of global on-line users. The highest level of entry takes place among adults in USA, where HD content was expanded the most.
The level of using HDTV in Russia is a bit lower than world average. Russia takes 36th place (out of 55) here. At the same time HD TV is the most desired «screen» for buying in Russia (among all devices for delivering video-content). 13% of interviewed people said they would definitely buy it. And other 16% said they would probably buy it.
Online video. Approximately 70% of global Internet users have watched online videos (for the last 30 days). North America and Europe are not in the top here. More than half of global online users watch online videos on a workplace.
Consumers on developing markets show bigger involvement into watching online videos. 78% of Russian citizens say they daily watch online videos. 70% of them use a PC for it and 37% of interviewed in Russia do it on a workplace.
Mobile videos. 11% of people in the world and 10% in Russia have watched video/TV content on their mobile phones for the last month. The higher level of it takes place in Asian Pacific Region and in 25-29 age group.
The level of consuming mobile videos in Russia is like world average. 10% of respondents said they had used their mobile phone for watching video/TV content for the last month.
Tablets can wide mobile video watching. 11% of global online users already have or are going to buy a tablet (iPad and similar devices) next year. This figure is a bit higher in Russia with the percentage of 13.
3DTV. An audience of these devices is small, but significant. 12% of global online consumers already have or are really going to buy 3D TV next year.
Russia has approximately same figures. 6% of online users said they had a TV with this technology and 9% showed a firm intention for acquisition.
TVs with wider functional. TVs with Internet access attract more consumer’s attention. Each 5th global online user (22% of people) has or is really going to but a TV with a function of using the Internet. 25% of Russian Internet users already have or are going to buy it, and this figure is bigger than in some advanced markets.
Nowadays in Russia a PC with Internet access has the highest level of expansion among devices for delivering video-content. 73% of interviewed online users said they already had such device or had a firm intention for acquisition. 38% have smart phones and 34% have HD TVs.
Key insights
Cross-platform consuming of video content became a global phenomenon and Russia is not an exception. Marketing experts and media companies should follow developing opportunities to attract customers’ attention.
Consumer’s market immaturity doesn’t allow us to think, that it is no need to hurry with implementation of new platforms for delivering video content to consumers. Conversely, developing markets outrun advanced one with their level of using online and mobile video content.
Global audience of PC and 3D TV users is small. But we should remember this greedy for everything new audience with high profits. However, tablets’ and 3D TVs’ influence on development of cross platform consuming of video content shouldn’t be overvalued.
The source: www.nielsen.ru