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Tuesday, April 15, 2008

Accenture Consumer Broadcast Study – make sure you download


The report gives the key findings from the Accenture Broadcast Consumer Survey 2008 and contains lots of nice graphs showing how people of different ages and nationalities respond to the changes taking place in the TV broadcasting (whatever that is).

The above chart gives a hint to the report’s conclusions. This is an extract.

The message is clear: watch the youth — they are the leading indicator, and the wave is coming. Our research reveals many correlations between consumers’ age and their attitudes and behaviour about new viewing options. These findings suggest that changes in behaviour will accelerate as these young consumers gain greater spending- power over time. For instance, compared to older consumers — and especially those over 55 — the under- 25 set is:

• Less likely to say they are satisfied with current television options;

• More likely to watch content on alternative devices;

• More likely to be familiar with on-demand TV, and to prefer watching content on demand; and • More willing to ‘pay’ to download content, whether by paying money or agreeing to watch advertisements.
If you believe the findings of this report then the future looks to be one where the 50-plus are glued to the TV in the corner of the room (maybe with pipe and slippers) whilst their children and grandkids are paying for the latest edition of their favourite programme, viewing it on their mobile phone whilst catching a bus.

Maybe, maybe not. Dick Stroud

1 comment:

Martijn de Haas said...

It is mind boggling that a smart and large firm like Accenture would come to these conclusions. Don't they have parents that are proving the opposite already?
I don't even have to look at our own research to draw other conclusions.

In the Netherlands the focus of the television viewer count is on the so called 'shoppers'. These are the people between 20 and 49 years old that take care of the daily groceries. The 50+ do not seem to be as interesting and that's why probably less is known about them.