We all know that our TV consumption habits are changing. We’ve always seen the data points for TV from US-centric research. But what about Canadians? Some interesting data points crossed my desk which I’d like share.
WHERE CANADIAN VIEWERS WATCH THEIR TELEVISION
- 97% get their television content through a TV set
- 56% get their television content through a computer
- 21% get their television content through a mobile device
- 15% get their television content through a tablet
- 12% get their television content through a game system
- 6% get their television through a portable game system
Less than 10% of Canadians cite the volume of advertising as a primary benefit of digital viewing
WHO VIEWS TELEVISION DIGITALLY / WHERE THE CONTENT COMES FROM
- 55% of Canadians view television digitally and use legitimate sources (AppleTV, Netflix)
When illegitimate sources (torrent) are included, 58% of Canadians view television legitimately. I am surprised the number isn’t larger. That said, TV content isn’t as marquee as movie content, IMHO.
- Illegitimate content sources are the channels of choice for 1 in 3 young Canadians (6 times more than older Canadians)
In this survey, young Canadians are classified as 29 years old and under and older Canadian brackets include 30-49 and 50+.
WHEN VIEWERS WATCH TELEVISION
- 64% view live
- 36% view on-demand
This actually surprised me as my personal habits are strictly on-demand and the concept of “live viewing” died a quick death in my orbit many years ago.
- 29 years and under: 52% view live, 48% on-demand
- 30-49 years old: 59% view live, 41% on-demand
- 50 years and older: 72% view live, 28% on-demand
PVR (PERSONAL VIDEO RECORDERS)
- 48% of Canadians own a PVR
- 38% of young Canadians (29 years and under) own a PVR
- 50% of older Canadians (50 years and older) own a PVR
A PVR? Really. Still. I thought that died long ago with TIVO. That said, 1 in 2 Canadians like on-demand content for convenience. If I could stream on-demand, anytime, with a full global content catalogue, I would be in heaven! Give me subscription or give me death. :-)
VIEWER DEMANDS FOR THE FUTURE OF TELEVISION
- 30% want to check-in to a show and be rewarded for viewing
- 19% want to shop online for products identified in television shows
- 18% want to participate in contests sponsored by the program from a mobile phone
- 13% want a mobile app which allows interaction with the program content so that it can be influenced
- 6% want a mobile app which allows interaction with other viewers
Note: The above viewing enhancements are significantly more appealing to the 29-and-under group vs. the 50+-and-older. This isn’t surprising really.
In closing, most of these data points didn’t surprise me. That said, I was surprised by the consumption differences between tablet and computer. I would have expected a bigger metric on tablet consumption vs. the computer. I am surprise that content is being consumed more so on smartphones vs. tablet but the variance isn’t large. For myself, I have completely displaced the computer (and I mean “laptop” here for myself) with my iPad for streamed, on-demand content - thank you Netflix and AppleTV! I never really watched any content from a desktop computer - too uncomfortable and that is why Steve Jobs killed the computer with the iPad in chair use-case.
What the data point about smartphone viewing does do is invalidate (if we are to believe Apple was naive or simply publicly stupid/secretive) Steve Jobs claim that no one watches video on a small device.
We may recall this quote:
“I’m not convinced people want to watch movies on a tiny little screen,” Jobs said. “To paraphrase Bill Clinton, ‘It’s the music, stupid, it’s the music!’ Music’s been around for a long time, will continue to be, it’s huge.”
So he said. Ethnography is the key word for me. :D What would be interesting is to see what parallels or differences there might be with Americans south of the border.
Thanks to Strategy Magazine and Delvinia (AskingCanadians online panel) for the source data points in this survey. Very helpful.