Findings from a New Motorola Survey on How We’re Consuming Video Content

From Motorola Mobility (a Google Company):

Motorola Mobility’s Fourth Annual Media Engagement Barometer, launched today, reveals that consumers are watching an enormous amount of video, in some surprising ways, in unexpected places.
Motorola Mobility’s Media Engagement Barometer is an independent global study of video consumption habits among 9,500 consumers in 17 countries. The study looks closely at new and emerging content trends, such as multi-screen habits and recording behaviors, which are dramatically shifting the way audiences are consuming video.

Selected Findings

• Consumers around the world are watching an average of 25 hours of TV programming and film content a week. Film viewing has risen from 5 to 6 hours. TV viewing is up from 10 hours in 2011 to 19 hours this year

• Recording behaviors are now a constant of the content experience – but content is being forgotten; almost a third (29%) of weekly TV viewing is of recorded content, but almost a third of recorded content is also never watched

• The living room remains the epicenter of the home content experience, but the multi-screen home is now a reality; the study shows the impact of Laptops, Tablets and Smartphones – on viewing throughout the home

• Consumers want to be able to move content between devices more easily; 76% would be interested in a service that automatically loaded content a user liked to their mobile phone or tablet, to enjoy when on the move

• The US sees the highest consumption, with 23 hours of TV and six hours of movies watched each week

• 36% of consumers globally are watching broadcast TV in the master bedroom, and countries with above-average consumption in the bedroom include Argentina (62%), the US (54%) and Russia (49%)

• In general, tablet users could be described as ‘super users:’ watching more content on their own terms than non-tablet users.

• On average, tablet owners watch 6.7 hours of movies a week versus the average of 5.5 of non-tablet owners

• Tablet users are more likely than non-tablet owners to use a service provider’s TV catch-up service (47% versus 31%). 80% of a tablet user’s content is recorded, versus 65%

• Almost a third (29%) of all weekly content consumed is recorded. But live viewing still dominates – particularly with News – which is watched by 73% as it airs. Though DVR owners tend to watch an average of one hour more content a week, a third (36%) of all content recorded is never actually viewed. The US is the most wasteful content market, with 41% of recorded content never being consumed.

• Consumers across the globe are storing content on devices to watch when away from home – but the study shows this experience could be made easier. Seventy-six percent would be interested in a service that automatically loaded content a user liked to his/her mobile phone or tablet, to enjoy when on the move.
  • Currently, 55% have downloaded or stored a TV program or film to at least one device
  • 73% of global respondents have a laptop, versus 60% and 26% who own smartphones or tablets
  • Majority of US (71%), UAE (79%) and Turkish (85%) respondents would be interested in this service
  • Consumers in France, UK and Germany are less favorable to this opportunity, with only 50%, 47% and 41% saying they would be interested in this sort of service

Complete Findings Available Here

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