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Wednesday, October 31, 2012
Western Europeans show strong preferences for PC as video platform, and free content, compared to U.S. consumers
New research analyzes broadband and pay-TV services, business models, and consumer preferences
Broadband penetration is above 70% in several Western European countries, and up to 30% of the broadband population in some countries prefer PCs over TVs for watching video, with a strong corresponding preference for free online video sources, according to research firm Parks Associates. In the United States, only 13% of broadband households prefer the PC over the TV as a video platform, compared to nearly 30% in Italy and 40% in Spain.
“The growing online population in Western Europe creates a significant audience for premium pay-TV and digital media services, but building revenues continues to challenge providers because consumers are largely using free sources for video viewing,” said Patrice Samuels, research analyst, Parks Associates. "Operators should experiment with free on-demand programming and advertising-based offerings to promote their premium services and other products."
The Parks Associates report Digital Lifestyles: Western Europe shows on-demand services can attract new subscribers and increase customer satisfaction in Western European countries. For example, Parks Associates' surveys find 44% of French video service subscribers would switch to a provider that offers free on-demand services.
Highlights from Parks Associates’ European research:
About Parks Associates: Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, and Smart Energy Summit: Engaging the Consumer.
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