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September 09, 2011

Park Associates Releases a New Research on Multiscreen TV Viewing Patterns
By Raju Shanbhag
TMCnet Contributor

Stating consumers in Western Europe value multidevice access to recorded TV programs over other new video services, Parks Associates (News - Alert) has released a new research, the company has announced.

Across all countries surveyed, preference for viewing recorded content on a computer, tablet, smartphone, or other Internet-connected device was consistent. With 51 per selecting recorded content versus 30 percent picking live TV, the greatest difference was among French households. With 48 percent choosing recorded TV and 36 percent selecting live TV, and multiscreen services overall are the least popular in German homcentes, consumers in the U.K. value both multiscreen services the company stated in a press release.

“Multiscreen access to live TV programming is available across Europe, but consumers want access to their recorded content,” said Brett Sappington, Director, Research, Parks Associates. “Consumers use PVRs to record their favorite shows, effectively creating a personalized TV playlist, and they value unfettered access to this programming. At our CONNECTIONS Europe conference, we will discuss strategies for operators to leverage this unmet demand to their benefit.”

47 percent of broadband households in Western Europe’s largest countries selected viewing recorded programs on any Internet-connected device as one of their top three features, given a choice of new TV features, including 3DTV, online video access, and multiscreen services, the report stated. By comparison, 30 percent selected live TV as one of their top preferences. The results are from Parks Associates’ consumer study Connected Consumer in Europe, the company has announced.

Recently, the company released a report where it noted that global smartphone sales surged more than 70 percent in 2010. Such a high sale figure, according to Parks Associates, is making app stores, social networking platforms, and cloud-based innovations force mobile operators to reexamine their business models and ensure improved connectivity and content access. Parks Associates conducts research through interviews, secondary research, quantitative and qualitative consumer research, focus groups, and trend analysis.

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Raju Shanbhag is a contributing editor for TMCnet. To read more of Raju’s articles, please visit his columnist page.

Edited by Rich Steeves


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