Americans spend a lot of time using PVRs and gaming with many having installed home theaters, according to an ABI Research online survey of 1002 American consumers in December 2007, aimed at discovering how US residents view their TV service providers, what technologies and programming they use, and their price sensitivity towards available service offerings.
"Americans do a lot of time-shifting with PVRs, and a lot of gaming, and plenty of people have installed home theaters." reports ABI Research vice president Scan Schatt. "They are likely to consume a lot more video over the next several years."
The survey showed that 38% of respondents had home theater systems or games consoles attached to their televisions and that nearly as many used DVRs, with only a few using network media adapters or the Slingbox, noted ABI Research, adding that more than 25% of respondents chose their pay-TV service provider on price. Convenience and promotional offers accounted for nearly as many, but programming quality and customer service mattered for only 15-20%.
Mobile TV appealed to only 6% of the respondents, noted the research firm. More than one-third of respondents would not pay for any of the common add-on services. "We asked respondents if they'd be willing to watch ads in exchange for reduced or zero fees for premium content," says Schatt. "There was little uptake on the reduced price option, but more for the free option."
Consumers also revealed a surprising ignorance about their systems. Many were unaware of what their equipment can actually do, noted ABI Research.
The survey also found that 65% of respondents stated that news clips were the most popular form of online video content, followed by movie trailers and user-generated content (about 43% each). Only a few percent use pay-per-view services to watch movies more than once a week, with about 53% doing so only a few times a year. About 40% said they owned at least one high-definition TV, but fewer than half of those are paying for HD premium service packages. This suggests more customer education is needed and that there are a lot of unrealized revenues still out there for the taking, according to ABI Research.
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