TV sets are not the desired device to watch sport, says Accenture study
Sports fans aren’t watching as much sport content on their television sets as they used to, with only 19% of audiences preferring to watch the game on TV, according to a new study.
The results of the Accenture study follow on from another study which found that 3.5 million viewers were using multiple devices when consuming sport at home.
According to the Accenture study, nearly half of consumers (41%) recorded mobile handsets – smartphones specifically – as their device of choice for short video content, a 28% increase from last year.
Television sets are no longer audiences’ preferred device for viewing TV shows and video content, with only 23% of consumers watching shows on a television set, a study has revealed.
Other devices such as laptops, desktops, personal computers and smartphones have taken over the traditional TV model of watching shows, with 42% of audiences preferring to watch TV shows on a desktop or laptop – this has increased 32% since last year’s survey.
According to the study, the amount of viewers who watch TV shows on television sets dropped 55% over the course of one year from 52% in 2016 to 23% this year.
In 2016’s survey, 10% of people said they would rather watch TV shows on their smartphone, while this year’s survey saw 13% list smartphones as their preferred device.
Only 5% of people said they would watch short video content on their television screens, dropping from 16% last year.
The research by service company Accenture asked 26,000 consumers aged 14 and over across 26 countries including Australia, taking into consideration consumer perceptions of digital devices, content and services, purchasing patterns and preference and trust in service providers.
At Mumbrella’s Sports Marketing Summit on June 21 there will be a session unpacking ‘Screens, Streams and Stadiums: The Future of Live Sports Entertainment’. The session will discuss the changing demands of the modern sports fan with Stuart Taggart, founder and CEO of Relevant Innovation.
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19%?!?! Sounds like a stat out of context there….
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19%? Hahaha that is completely ridiculous.
Ted’s mate: Hey Ted, you coming to the pub to watch the footy with us?
Ted: Nah mate, going to stay at home and watch on my smart phone.
Christ… *rolls eyes*
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Is the 19% in the opener an error?
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Hmmm. Looks like a change in Yr 4 measurement methodology, not a change in behaviour. TV is actually going UP, as connected TVs become easier to connect, and become more widely adopted. People want to watch long form content on a big screen, period. If that’s not possible, then they will watch on a desktop or a mobile device. Watching on small screen while there is a big screen nearby is a marginal use case.
There goes Accenture’s media integrity….
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Nonsense
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What a load of rubbish!!!!
There is time when intuitive knowledge has to be used as a filter on skewed survey results.
I’d be ripping these numbers up and starting again.
It’s surprising Accenture would even put their name to this.
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I don’t know who Accenture surveyed for this, but I know that watching sport on my 84″ UHD TV set is a million x better viewing experience than watching it on my iPhone!
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I smell a twisted stat inference. No one prefers the “experience” of watching on a tiny screen to a big TV screen. If (and that’s the actual issue) you can choose, you will clearly go big
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Fake news!
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Yeah those massive TV screens are so annoying for sport, I’d rather watch it on my phone – said no one, ever..
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Welcome back to the MCG stadium as play begins.
Accenture is coming in with the new ball from the southern end.
Whoa, will you look at that.I’ve never seen an opening ball miss the pitch by at least two metres.
Umpire Dickie Bird looks surprised and signals a wide. Have to agree with him – I’ve never seen a report miss the pitch by so much!
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