More than 75 percent of US, UK and Canada consumers watch online video
Posted on Jun 18, 2013 by YuMe
With consumers around the world accessing content from multiple devices throughout the day, a recent study shed light on several key video viewership trends among people in the U.S., the U.K. and Canada.
QuickPlay Media surveyed surveyed more than 600 adults in each country and asked them about their Internet usage, video on demand viewing habits and device ownership. According to the study, more than 75 percent of respondents reported using IP-enabled gadgets to watch VOD.
More than two in 10 respondents the U.S. reported watching VOD on their smartphones and nearly one-quarter said they access such content on tablets. Mobile viewing among Canada and U.K. respondents wasn't as strong, but was still significant.
The U.S. also had a greater adoption rate of smartphones, game consoles and other streaming media services used to watch television programming and movies. However, more survey participants in Canada reported owning desktop computers and tablets. Meanwhile, consumers in the U.K. were the most likely to own set-top boxes and smart TVs.
When it comes to watching VOD, respondents were most likely use set-top boxes and computers. About 85 percent of respondents in each country said they watch television shows via VOD. In addition, while consumers expressed a preference for live TV for content like concerts, sporting events and news, most said they'd rather watch movies on VOD.
When asked about online video advertising, three in 10 U.S. respondents said they're more likely to react to an ad on a smart device than on TV. About one-quarter of U.K. and Canada participants agreed. One-quarter of U.S. consumers said mobile video ads are more appealing than TV commercials.
The study also shed light on the number of ads audiences are willing to watch. U.K. respondents were open to seeing the greatest frequency of video ads, as they expected to see about two ads per content clip.