One fifth of local consumers say they now prefer to view content on the internet rather than on the television, a shift experts say businesses must take note of if they spend money advertising either online, or on TV.
According to a Canstar Blue survey, a significant number of local consumers are relying on the internet to view content, instead of relaxing in front of the TV.
“Interestingly, the results also show males are almost twice as likely (at 22 percent) to watch more content online than females (at 12 percent),” Canstar Blue Manager Rebecca Logan said.
“A whopping 37 percent of Generation Y respondents nominated online as their preferred source of content compared with 21 percent of Generation X and a mere 8 percent of Baby Boomer respondents.”
Consumer behaviour in this area is shifting thanks to the increasing availability and affordability of internet connections on-the-go, which allow them to watch programs missed at a time convenient to them.
The survey also found that 73 percent of Australian respondents watch two of more hours of television daily. Baby Boomers were the most likely to watch this amount of television at 79 percent compared with 70 percent of Generation X and 60 percent of Generation Y respondents.
When it comes to TV brands, the survey showed Australian consumers are happiest with Korean brand Samsung, which won over leading companies Hisense, LG, Panasonic, Sony, Sanyo, Toshiba and Sharp when it came to overall satisfaction. Samsung was also topped the charts in the categories of performance and ease of use according to its customers.
“Samsung should be commended on keeping their customers happy during a tough period for the retail industry,” Logan added.