Advanced Television

Ampere: Video viewers turn to Smart TVs and phones

September 13, 2018

Research by Ampere Analysis reveals that TV/movie viewers have been rapidly switching from tablets and PCs to smartphones and smart TVs. As the number of Internet users that enjoy video content online grows, the way we consume it is changing.

Consumers are gradually replacing their PC screen viewing experience for the comfort of a living room with a smart TV, and their tablet is being swapped for the new generation of smartphones with larger screens. But research from Ampere Analysis reveals interesting insights into who is watching on smart technology and which audience groups are hanging on to the older tech.

Smartphones are making the tablet redundant for movies – almost

  • Smartphone usage for video viewing has dramatically risen as a new generation of mobile devices offer larger screen sizes, more capable software, better data packages and video apps.
  • In 2015, 10 per cent of respondents used their smartphone every day to watch videos.
  • By August 2018, this figure had jumped to 26 per cent for daily use, and 42 per cent weekly.

PC and Tablet outsmarted

  • Since 2017, the number of internet users who use PC or tablet to watch videos daily has declined by over 10 per cent apiece.
  • Smart TVs have made huge inroads in the video viewing space, as performance continues to improve and support for video apps expands further.
  • Nearly one third (31 per cent) of internet users now watch videos from smart TVs or streaming boxes/sticks on a daily basis.
  • This number increases to half (51 per cent) of all internet users who watch on smart TVs and streaming devices on a weekly basis.

Students stick with PC

The research has identified core differences in device use across a range of demographics:

  • Tablets are better suited for communal living and are 60 per cent more likely to be used by a household with young children.
  • PC use stands strong with students and recent graduates, who opt for the more multi-purpose PC.
  • Daily smart TV viewers are more likely to be affluent, with an average household income of >$100k.

Richard Broughton, Director at Ampere Analysis says: “The last three years have witnessed a rising demand for daily and weekly viewing of video online. This has supported the growth of larger screen sizes on smartphones and the innovation of smart TVs, to some extent driving out other viewing platforms, especially the tablet.

However, there are consumer groups with different needs and lifestyles that are still perfectly happy with PCs and tablets, such as families with young kids and students. So, although our research on viewing gels with data that companies such as Netflix have released about the migration of viewing, video services and manufacturers shouldn’t ignore these other important, active audience bases (which are still reliant on PCs and tablets) in their strategy and development planning.”


Categories: Articles, Connected TV, Consumer Behaviour, Mobile, OTT, Portable Media, Research