Most global TV watchers are using live TV (86%), but other modes are becoming increasingly popular: computers (27%), streaming from internet to TV (16%), recording device (16%) and mobile (11%), says research firm Ipsos.
Most (86%) global respondents who watch TV indicate they usually watch TV programming “live”, although other popular modes of watching are catching on like streaming or downloading from a computer (27%), streaming from the internet to TV (16%), using a DVR or other recording device attached to a TV (16%), and on mobile device (11%). The findings reflect a new poll of 15,551 adults in 20 countries conducted by Ipsos OTX – the global innovation center for Ipsos, the world’s third largest market and opinion research firm.
Traditional ‘live’ TV watching is significantly more popular among respondents ages 50-64 (91%) compared to those 35-49 (88%) and under 35 (81%). Other modes of watching TV programming are more popular among younger respondents: on computer and laptop – under 35 (35%), 35-49 (25%), 50-64 (17%); streaming from the internet – under 35 (20%), 35-49 (16%), 50-64 (11%); on mobile device – under 35 (15%), 35-49 (10%), 50-64 (5%). Using a DVR or other recording device attached to a TV is most popular with those 50-64 (18%) compared to 35-64 (16%) and under 35 (15%).
Those most likely to choose watching TV programming on live TV are from France (93%), Spain (93%), Germany (92%), Turkey (90%), Argentina (89%), Sweden (89%), and Australia (89%). Those rounding out the middle of the pack are from: Brazil (89%), Italy (89%), South Korea (87%), Great Britain (83%), Mexico (82%), Poland (82%), and India (82%). Those least likely to watch TV programming live are from: Japan (82%), Russia (81%), South Africa (81%), United States (81%), China (80%), and Canada (77%).
Watching TV on computer or laptop is chosen most often by those from: China (52%), Russia (43%), Turkey (42%), India (40%), Sweden (35%), South Korea (31%), and Great Britain (29%). Those clustering around the center of the list are from: Poland (27%), South Africa (26%), Canada (26%), Germany (24%), Mexico (24%), Spain (23%), and Brazil (21%). Those from Argentina (20%), the United States (20%), Australia (19%), Italy (17%), Japan (14%) and France (12%) are least likely to watch TV on computer or laptop.
Streaming from the internet to TV is most popular among those in Turkey (44%), Russia (36%), China (33%), South Korea (25%), India (23%), Sweden (19%), and Great Britain (17%). Those in the middle of the pack are from: Canada (17%), the United States (17%), Brazil (15%), Mexico (13%), Spain (12%), Italy (11%), and Australia (10%). Those from South Africa (9%), Argentina (9%), Poland (7%), Germany (5%), France (5%), and Japan (3%) are least likely to choose streaming from internet to TV.
Those who most likely to use a DVR or other recording devices attached to a TV are from Japan (45%), the United States (40%), Canada (32%), Great Britain (31%), South Africa (27%), and Australia (25%). Those in the middle of the pack are from Poland (18%), India (16%), Germany (11%), France (11%), China (10%), Mexico (9%), and Sweden (8%). Respondents from Turkey (7%), Brazil (7%), Spain (7%), Italy (7%), Argentina (6%), South Korea (5%), and Russia (4%) 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%), China (25%), India (21%), Turkey (20%), Mexico (13%), Great Britain (12%), and Sweden (12%). Those in the middle are from the United States (10%), Australia (9%), Spain (9%), Brazil (8%), Canada (7%), South Africa (7%), and Italy (7%). Least likely to watch TV on mobile device are respondents from Argentina (7%), Japan (6%), Poland (5%), Russia (5%), Germany (4%), and France (4%).