Live TV Trumps Other Modes

.

Findings from research led by Ipsos Open Thinking Exchange (Ipsos OTX) polling 15,551 adults in 20 countries suggests that most (86 per cent ) global respondents who watch TV indicate they usually watch TV programming "live", although other popular modes of watching are catching on such as streaming or downloading from a computer (27 per cent ), streaming from the Internet to TV (16 per cent ), using a DVR or other recording device attached to a TV (16 per cent ), and on mobile device (11 per cent ).

advertisement

Traditional ‘live’ TV watching is significantly more popular among respondents ages 50-64 (91 per cent ) compared to those 35-49 (88 per cent ) and under 35 (81 per cent ). Other modes of watching TV programming are more popular among younger respondents: on computer and laptop – under 35 (35 per cent ), 35-49 (25 per cent ), 50-64 (17 per cent ); streaming from the Internet – under 35 (20 per cent ), 35-49 (16 per cent ), 50-64 (11 per cent ); on mobile device – under 35 (15 per cent ), 35-49 (10 per cent ), 50-64 (5 per cent ). Using a DVR or other recording device attached to a TV is most popular with those 50-64 (18 per cent ) compared to 35-64 (16 per cent ) and under 35 (15 per cent ).

Those most likely to choose watching TV programming on live TV are from France (93 per cent ), Spain (93 per cent ), Germany (92 per cent ), Turkey (90 per cent ), Argentina (89 per cent ), Sweden (89 per cent ), and Australia (89 per cent ). Those rounding out the middle of the pack are from: Brazil (89 per cent ), Italy (89 per cent ), South Korea (87 per cent ), Great Britain (83 per cent ), Mexico (82 per cent ), Poland (82 per cent ), and India (82 per cent ). Those least likely to watch TV programming live are from: Japan (82 per cent ), Russia (81 per cent ), South Africa (81 per cent ), United States (81 per cent ), China (80 per cent ), and Canada (77 per cent ).

advertisement

Watching TV on computer or laptop is chosen most often by those from: China (52 per cent ), Russia (43 per cent ), Turkey (42 per cent ), India (40 per cent ), Sweden (35 per cent ), South Korea (31 per cent ), and Great Britain (29 per cent ). Those clustering around the centre of the list are from: Poland (27 per cent ), South Africa (26 per cent ), Canada (26 per cent ), Germany (24 per cent ), Mexico (24 per cent ), Spain (23 per cent ), and Brazil (21 per cent ). Those from Argentina (20 per cent ), the United States (20 per cent ), Australia (19 per cent ), Italy (17 per cent ), Japan (14 per cent ) and France (12 per cent ) are least likely to watch TV on computer or laptop.

Streaming from the Internet to TV is most popular among those in Turkey (44 per cent ), Russia (36 per cent ), China (33 per cent ), South Korea (25 per cent ), India (23 per cent ), Sweden (19 per cent ), and Great Britain (17 per cent ). Those in the middle of the pack are from: Canada (17 per cent ), the United States (17 per cent ), Brazil (15 per cent ), Mexico (13 per cent ), Spain (12 per cent ), Italy (11 per cent ), and Australia (10 per cent ). Those from South Africa (9 per cent ), Argentina (9 per cent ), Poland (7 per cent ), Germany (5 per cent ), France (5 per cent ), and Japan (3 per cent ) are least likely to choose streaming from Internet to TV.

advertisement

Those who most likely to use a DVR or other recording devices attached to a TV are from Japan (45 per cent ), the United States (40 per cent ), Canada (32 per cent ), Great Britain (31 per cent ), South Africa (27 per cent ), and Australia (25 per cent ). Those in the middle of the pack are from Poland (18 per cent ), India (16 per cent ), Germany (11 per cent ), France (11 per cent ), China (10 per cent ), Mexico (9 per cent ), and Sweden (8 per cent ). Respondents from Turkey (7 per cent ), Brazil (7 per cent ), Spain (7 per cent ), Italy (7 per cent ), Argentina (6 per cent ), South Korea (5 per cent ), and Russia (4 per cent ) are least likely to use a DVR or other recording devices.

Watching TV programming on mobile device is most popular among respondents who are from South Korea (26 per cent ), China (25 per cent ), India (21 per cent ), Turkey (20 per cent ), Mexico (13 per cent ), Great Britain (12 per cent ), and Sweden (12 per cent ). Those in the middle are from the United States (10 per cent ), Australia (9 per cent ), Spain (9 per cent ), Brazil (8 per cent ), Canada (7 per cent ), South Africa (7 per cent ), and Italy (7 per cent ). Least likely to watch TV on mobile device are respondents from Argentina (7 per cent ), Japan (6 per cent ), Poland (5 per cent ), Russia (5 per cent ), Germany (4 per cent ), and France (4 per cent ).

advertisement

advertisement

advertisement

advertisement