Sticking to the tube

Poll: People not sold on cell viewing

LONDON — A study of 10,000 consumers in the U.S., the U.K., Germany, Japan and five other countries offers good news for traditional media owners.

It suggests that in the future, audiences will be more inclined to watch films and shows on TV than on personal computers or mobile phones.

Survey, conducted by global consultancy group Accenture, said consumers are interested in alternative viewing platforms, but only about a third of respondents wanted to watch content on mobiles.

In the U.K., where 1,600 consumers were polled, 54% said they were interested in downloading and watching films, TV shows and other content on the TV in the next three years, while 24% said they already watch films, TV programs and video content on their PCs.

In Blighty, 20% expressed interest in viewing video via mobiles, although globally the figure was 32%.

Accenture found that technology brands are facing “significant issues” as many believe digital products are too complex to use.

Twenty percent of consumers have returned a technology product in the last two years, citing poor quality (38%) and missed functionality expectations (19%) as the main reasons.

Poor customer service (11%) and a failure to work with other products and services (15%) were leading reasons for dissatisfaction.

Al Delattre, global managing director of Accenture’s electronics and high-tech industry group, said: “Unlike the technophiles who were the primary market for these products in the past, today’s mainstream buyers do not have the same degree of technical knowledge to cope with the complex installation, setup and troubleshooting that these products often require — and this survey indicates they have no desire to become their own technicians.”

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