New Study: Accenture Survey Finds that Traditional TV Viewing is Declining

By Dennis Kuba
January 17, 2012

In a new survey of consumer behavior, Accenture reveals dramatic changes in television viewing in 2011 with only 48 perecent of consumers watching broadcast or cable TV during the week, down from 71 percent in 2009.
According to Forbes, the results “suggest that consumer behavior on television watching is changing faster than anyone had expected. There have been hints before — like the much higher than expected Q4 data on video streaming from Netflix. The company recently said that customers streamed 2 billion hours of video in the fourth quarter.”
TV viewers are increasingly watching video on other devices such as smartphones and tablets.
Smartphone ownership has grown to 53 percent from 28 percent in 2010. Tablets ownership has also grown to 12 percent from 8 percent in 2010.
Approximately one-third of consumers regularly watch TV shows, movies or videos on their PCs.
TV manufacturers will be most affected by this trend. Also, multi-channel video providers are seeing cable-cutting becoming more real.

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