A consumer behaviour study by Ericsson and CNN has revealed that the international business elite are increasingly accessing the Internet while on the move. The growing need for flexible viewing options to fit with changing lifestyle habits means that top executives are increasingly viewing TV content on lap-tops, desktop computers and mobile devices. The survey, carried out amongst CNN’s online audience, also showed that more business leaders than ever are sharing user-generated video content.
Fifty six per cent of respondents with mobile Internet, access online content whilst on the move for example, via a mobile device or wireless LAN. This trend speaks to the increasing number of upscale consumers with Internet access outside of the home or office environment.
Three quarters (73 per cent) of CNN’s online audience of global citizens share user-generated video content. In fact, 66 per cent of those over 45 share user-generated video content, de-bunking the myth that it is just an activity for the youth. Almost a third (29 per cent) of those surveyed record video clips on their mobile phone. In a nod to the sharp rise of citizen journalism, and perhaps in response to the growing number of social platforms enabling video sharing exchange, 16 per cent of respondents are sharing user-generated video content are doing so with other digital community members.
Sixty seven per cent of those surveyed say their TV viewing on PC (desktop or laptop) has increased in the past three to four years and almost a quarter (23 per cent) say their TV viewing on mobile devices has increased over the same period. Flexibility (71 per cent) or the desire to catch up on missed content (51 per cent) were cited as the main reasons for watching TV content on the PC.
Branded websites are the most popular online destinations for survey respondents accessing TV content online. Broadcaster websites (60 per cent) emerged as the number 1 choice for accessing TV content online. This is followed by broadcaster sections on video sharing sites such as YouTube (13 per cent).
Television remains the most popular viewing device for CNN’s audience of global citizens. Thirty-five per cent watched their television set for more than 10 hours a week, whereas viewing for this length of time is considerably lower for PC (9 per cent) and mobile devices (5 per cent).