APAC consumption of multiscreen content on the rise: ARRIS Research

The ARRIS 2014 Consumer Entertainment Index, launched in the Asia Pacific region (APAC) on June 18, has revealed that consumer demand for personalised entertainment is driving several trends in global content consumption. 

·         Consumers shift attention to programme-related purchases: 36% of APAC consumers said that ads on their smartphone are intrusive. However, 36% using secondary devices do so to purchase products featured on the programmes they watch.

·         Consumers are ‘tuned-in’ in the bedroom: Globally and in APAC, the living room remains the most popular room for viewing TV, but when it comes to the bedroom, 54% of APAC tablet owners use their tablet, and 56% of smartphone users use their smartphone to watch entertainment. This is higher than the global figures; worldwide, 41% use tablets in the bedroom, while 40% use smartphones. The living room ranked second as a venue for mobile device use, with 44% of APAC users on tablets and 47% on smartphones. 

Nearly three quarters of those surveyed in the APAC region (72%) also said that they are interested in a service that allows them to watch any TV programme from any device in any location.

Tim Gropp, Senior Vice President, Sales, Asia Pacific, ARRIS commented: “The rapid growth of mobile devices, increasing reach of high-speed broadband networks, and ease of content access is reshaping the way people engage with entertainment. Consumers now expect entertainment on their terms—control over what they watch, when and where they watch it.

“Our Consumer Entertainment Index found that consumers express these expectations in the ways they engage with entertainment in the home. Meanwhile, we’re seeing an uptick in conversion on second-screen merchandising. These trends underscore an opportunity for service providers to offer more personalised services and programme-related content that address this shift in engagement.” 

The study suggests that APAC consumers are embracing new forms of content consumption behaviour and also engaging in programme-related merchandising while they watch TV.

• Consumers are increasingly using more than one device while watching TV. Of those who have done so, 26% used a second device to access historical information about the programme; 37% access live information about the programmes they are watching. 
• While watching TV, 35% using a second device engaged in a text conversation about the programme, while 23% used the second device to engage in a voice conversation. 
• 36% of APAC consumers using secondary devices have done so to purchase products featured in the programmes they are watching at the moment. 24% use a second device to purchase a song that is featured on TV, or another product that appears on the programme.
• 21% used a second device to play an interactive game or app related to the programme.
• 25-34 year olds who use a second screen while watching TV are more likely than any other age group to purchase something based on the TV show they are watching – 30% saying they are likely to have bought a song. 

*ARRIS’ Consumer Entertainment Index is a research project looking into the media consumption habits of 10,500 consumers across 19 markets: Argentina, Australia, Brazil, Canada, Chile, China, France, Germany, India, Japan, Mexico, Sweden, Russia, Spain, Singapore, South Korea, Turkey, UK, and US. The research was conducted on behalf of ARRIS by Vanson Bourne.

This research is focused on media content consumption on multiple devices. The aim of the study was to develop both a global and regional understanding of what content was coming into homes and how it was being consumed, how viewing habits were evolving, and trends service providers should seek to support both now and in the future.

To access the report, go to: www.arrisi.com/arriscei