Majority Of U.S. Consumers Watch TV And Access The Internet At The Same Time: KPMG International Survey

Majority Of U.S. Consumers Watch TV And Access The Internet At The Same Time:
                          KPMG International Survey

The emerging mobile centric consumers are driving the trend to watch video
programming on their mobile devices

PR Newswire

NEW YORK, Jan. 28, 2013

NEW YORK, Jan. 28, 2013 /PRNewswire/ --Nearly 60 percent of U.S. consumers
still prefer to watch their favorite shows and video programming on their TVs,
but they also want their smart phones and tablets by their side so they can be
online and multitask, according to the KPMG International 2013 Digital Debate
survey, which polled more than 1,000 consumers in the U.S. and 9,000 globally.

In the U.S., 42 percent of consumers polled say they watch TV and access the
internet via a laptop or PC, while 17 percent watch TV and access the internet
via a smartphone. The study also found that 22 percent watch TV and use a
social networking site at the same time.

While traditional media is still most popular with consumers for viewing video
programming, the study revealed that in the U.S. 14 percent of those polled
prefer to watch TV via their mobile or tablet for greater flexibility. This is
largely attributed to the emerging wave of mobile-centric consumers (25-34
years old).

"The move to digital has had a dramatic impact on how we consume music,
publishing and newspapers. But we are still early in the process of a
transition to digital anytime-anywhere availability across all media sectors,"
said Paul Wissmann, national leader of KPMG's U.S. Media & Telecommunications

"The introduction of smart TVs is an indication of how the digital transition
is accelerating to coincide with the demand of today's consumers to access
anything, anywhere and at anytime.The smart TV is beginning to reveal itself
as the next disruptor," Wissmann said.

Some of the key highlights of the survey include:

In the U.S.:

  o40 percent own or intend to own a smartphone in the next 12 months,
    compared to 53 percent globally.
  o26 percent own or plan to purchase a tablet over the next 12 months, which
    is the same percentage globally.
  oSpending for online media increased in the past year. For every type of
    digital media, more respondents increased their spend than decreased it.
  oTraditional media spend still is strong in the U.S., especially for TV.


  oUrban consumers in China, Brazil and Singapore are proving to be the
    world's most voracious users of digital media, powered by the rapid uptake
    of smartphones and tablets.
  oThe new generation of mobile-centric consumers is getting its first media
    experience via devices. This growing segment has a much greater preference
    for digital media, and the coming of next-generation, high-speed mobile
    networks will likely accelerate this trend.
  oConsumers across all markets spend a similar amount of time accessing
    media online as they do using traditional media.

The Digital Debate research, conducted by YouGov Plc on behalf of KPMG
International, obtained the views of 9,000 consumers from Australia, Brazil,
Canada, China, Germany, Singapore, Spain, the UK and the U.S.The study
measured the current impact of digital and traditional content.

About YouGov
YouGov is an international, full-service market research agency offering added
value consultancy, qualitative research, field and tab services, syndicated
products such as the daily brand perception tracker BrandIndex and social
media analysis tool SoMA, fast turnaround omnibus and comprehensive SixthSense
market intelligence reports. For further information visit

KPMG LLP, the audit, tax and advisory firm (, is the U.S.
member firm of KPMG International Cooperative ("KPMG International"). KPMG
International's member firms have 145,000 people, including more than 8,000
partners, in 152 countries.

Contact: Pete Settles
         KPMG LLP
         732-546-4212 (mobile)
         On Twitter: @pgsettles


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