Euro consumers seek content control and customisation

From Colin Mann in London

A survey of European consumers has revealed pan-generational consumer demand to further control and customise the content experience. The 2010 European Media Engagement Barometer, commissioned by Motorola's Home and Networks Mobility business, shows that 87 per cent of UK consumers regularly share content across devices while at home and on the move. The research also suggests that with such a wealth of content available, consumers need more assistance in finding content relevant to their lives; 69 per cent of Europeans are frustrated by searching through so many options to find the content they care about.

The survey reveals how Europeans are consuming a wealth of video content. 70 per cent of UK consumers watch live television on at least a weekly basis (compared to a European average of 62 per cent). But, increasingly viewers in the UK are accessing content through other mediums: 52 per cent are streaming Internet video, 34 per cent watch television on-demand and 29 per cent are downloading video from the internet at least once a week, illustrating that consumers will seek out content from a variety of places to enjoy on their own terms.

Sweden is the only country where live TV does not dominate viewing preferences. Swedish respondents stated they would rather watch live/streaming Internet video (48 per cent) compared to live television (28 per cent). Consumers are also demanding improved quality of experience. 54 per cent of British consumers questioned would like more HD programming to be made available.

Steve McCaffery, vice president, Motorola Home and Networks Mobility, EMEA, said the research indicated the onset of a new era for TV – 'the Internet Era of TV'. “The Internet, social networks and smartphones have changed how consumers of all ages engage with content. It's now on their terms. What this tells us, as an industry is that we must continue to develop solutions and services that make the consumer experience as intuitive, individual and interactive as possible, ” he said.

Over half of those asked in the UK were interested in TV applications that customise the viewing experience. The findings also show that across generations consumers are engaging with social networks and would like to be able to use their television set to recommend programmes to likeminded people. For example, 45 per cent of Millennials would like to make content recommendations to family, friends and colleagues via their television. All generations currently engage with social networks, Millennials (99 per cent), Generation Xers (99 per cent) and Baby Boomers (93 per cent).

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