Cisco has released the first phase of results from a new Visual Networking Index (VNI) Pulse Survey designed to assess worldwide consumer video behaviours and attitudes. The study highlights consumer video consumption and attitudes about video in the US, urban China, Germany, and Sweden. Survey respondents answered questions regarding their level of access to media technology, the devices they used for viewing video, the amount of time they spent watching video on different devices, and the reasons they watch video content.
More than 1,000 consumers from each of the four target countries completed online or telephone questionnaires about their video usage during the month of November 2008.
Key findings include:
– US consumers watch the most TV: an average of 3.8 hours per day. Germans watched 2.9 hours on average; Swedes, 2.1 hours; and urban Chinese, 1.8 hours.
– Urban China has the largest per cent of users who watch online video via their PCs, at 97 per cent, with the US following at 81 per cent.
The US has the largest per centage of users watching video on a mobile phone, at 23 per cent.
– US respondents who watch video on their mobile phone spend an average of 36 minutes per day doing so.
– Eighty-five per cent of the German respondents are interested in viewing Internet video on their TV sets, compared with 55 per cent of Swedes, 54 per cent of Americans, and 35 per cent of urban Chinese.
– US respondents watch 2.5 times as much professional video content (TV programmes and movies) as they do user-generated video content on their PC or laptop. German respondents watch twice as much user-generated video on their PC or laptop as they do professional video content.
– On average, American respondents who use a PC or laptop to view video spend 1.5 hours per day doing so. They are well ahead of the Swedes (who spend 0.7 hours per day), equal to the Germans (1.5 hours per day) and slightly below the Chinese (1.9 hours per day).