Despite the UK’s reputation as a nation of TV addicts, new research by Deloitte and YouGov has shown that viewers are not rushing towards adopting the latest advances in digital TV.
In particular the report revealed that www.deloitte.co.uk/tmt/television viewers were eschewing the new vistas that 3D TV can offer and would not watch more online television if they had a faster, more reliable internet connection.
When asked which TV products and services households were likely to purchase or otherwise acquire over the next 12 months, a mere 2% indicated that they would invest in 3D TV.
At present 27% of viewers said that they had accessed TV via a computer (e.g. iPlayer, ITV.com, 4OD, SkyPlayer, Demand 5, YouTube) but only 1% said that they would invest in such services over the next twelve months. Improving the network seemed to make much difference to viewers: over half (55%) said that the speed and reliability of their internet connection would not lead them to watch more programmes online. Of all who watch TV via the internet on computers, 43% said they watched less than 15 minutes of online television per day, compared with 13% taking in more than 15 minutes but less than 30 minutes daily, and 18% watching none at all. Over four-fifths (82%) of viewers who watch TV via the internet on computers stated that their reason for doing so was because they missed initial broadcasts.
Analysing the data, James Bates, media and telecoms partner at Deloitte, said: "One of the debates over the bottlenecks to consumption of online television has centred over broadband speeds. It is generally argued that widely available, faster broadband would catalyse more online television viewing. However, the data indicates that there may not be a direct link between faster broadband and the use of online video, and it is possible that people who watch online video believe that they have sufficient speed. In fact, faster broadband would be less of a driver of demand in 2010 compared to 2009,
"It is possible that the figures for video-on-demand may change in the year ahead. 2010 has seen a greater take up of smartphone devices and the emergence of net tablets, which could potentially skew how and when viewers choose to watch their favourite television programmes."