Most (86%) Global TV Watchers Use “Live TV" but Other Modes Increasingly Popular: Computers (27%), Streaming from Internet to TV (16%), Recording Device (16%) and Mobile (11%)

Tuesday, April 15, 2014

Global — Most (86%) global respondents who watch TV indicate they usually watch TV programming “live”, although other popular modes of watching are catching on like streaming or downloading from a computer (27%), streaming from the internet to TV (16%), using a DVR or other recording device attached to a TV (16%), and on mobile device (11%). The findings reflect a new poll of 15,551 adults in 20 countries conducted by Ipsos OTX – the global innovation center for Ipsos, the world’s third largest market and opinion research firm.

Traditional ‘live’ TV watching is significantly more popular among respondents ages 50-64 (91%) compared to those 35-49 (88%) and under 35 (81%). Other modes of watching TV programming are more popular among younger respondents: on computer and laptop – under 35 (35%), 35-49 (25%), 50-64 (17%); streaming from the internet – under 35 (20%), 35-49 (16%), 50-64 (11%); on mobile device – under 35 (15%), 35-49 (10%), 50-64 (5%). Using a DVR or other recording device attached to a TV is most popular with those 50-64 (18%) compared to 35-64 (16%) and under 35 (15%).

Those most likely to choose watching TV programming on live TV are from France (93%), Spain (93%), Germany (92%), Turkey (90%), Argentina (89%), Sweden (89%), and Australia (89%). Those rounding out the middle of the pack are from: Brazil (89%), Italy (89%), South Korea (87%), Great Britain (83%), Mexico (82%), Poland (82%), and India (82%). Those least likely to watch TV programming live are from: Japan (82%), Russia (81%), South Africa (81%), United States (81%), China (80%), and Canada (77%).

Watching TV on computer or laptop is chosen most often by those from: China (52%), Russia (43%), Turkey (42%), India (40%), Sweden (35%), South Korea (31%), and Great Britain (29%). Those clustering around the center of the list are from: Poland (27%), South Africa (26%), Canada (26%), Germany (24%), Mexico (24%), Spain (23%), and Brazil (21%). Those from Argentina (20%), the United States (20%), Australia (19%), Italy (17%), Japan (14%) and France (12%) are least likely to watch TV on computer or laptop.

Streaming from the internet to TV is most popular among those in Turkey (44%), Russia (36%), China (33%), South Korea (25%), India (23%), Sweden (19%), and Great Britain (17%). Those in the middle of the pack are from: Canada (17%), the United States (17%), Brazil (15%), Mexico (13%), Spain (12%), Italy (11%), and Australia (10%). Those from South Africa (9%), Argentina (9%), Poland (7%), Germany (5%), France (5%), and Japan (3%) are least likely to choose streaming from internet to TV.

Those who most likely to use a DVR or other recording devices attached to a TV are from Japan (45%), the United States (40%), Canada (32%), Great Britain (31%), South Africa (27%), and Australia (25%). Those in the middle of the pack are from Poland (18%), India (16%), Germany (11%), France (11%), China (10%), Mexico (9%), and Sweden (8%). Respondents from Turkey (7%), Brazil (7%), Spain (7%), Italy (7%), Argentina (6%), South Korea (5%), and Russia (4%) are least likely to use a DVR or other recording devices.

Watching TV programming on mobile device is most popular among respondents who are from South Korea (26%), China (25%), India (21%), Turkey (20%), Mexico (13%), Great Britain (12%), and Sweden (12%). Those in the middle are from the United States (10%), Australia (9%), Spain (9%), Brazil (8%), Canada (7%), South Africa (7%), and Italy (7%). Least likely to watch TV on mobile device are respondents from Argentina (7%), Japan (6%), Poland (5%), Russia (5%), Germany (4%), and France (4%).

These are findings of the research led by Ipsos Open Thinking Exchange (Ipsos OTX) collected by Ipsos Global @dvisor as part of Socialogue, an ongoing publication that features conversation-starting commentary on social media trends and behavior. The research was conducted on the “G@54” wave between February 4th and February 18th, 2014. The monthly Global @dvisor data output is derived from a balanced online sample in 24 countries around the world via the Ipsos Online Panel system. For the results of the survey presented herein, an international sample of 15,551 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Hungary, Indonesia, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+. The precision of Ipsos online polls are calculated using a credibility interval. In this case, a poll of 1,000 is accurate to +/- 3.5 percentage points and one of 500 is accurate to +/- 5.0 percentage points in their respective general populations. In countries where internet penetration is approximately 60% or higher the data output is weighted to reflect the general population. Of the 24 countries surveyed, 15 yield results that are representative: Argentina, Australia, Belgium, Canada, France, Germany, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, United Kingdom and United States. The nine remaining countries surveyed –Brazil (45.6% Internet penetration among the citizenry), China (41%), India (11.4%), Indonesia (22.1%), Mexico (36.5%), Russia (47.7%), Saudi Arabia (49%), South Africa (17.4%) and Turkey (45.7%)—have lower levels of connectivity therefore cannot be weighted to be general population representative; however, the online sample in these countries are particularly valuable in their own right as they are more urban/educated/income than their fellow citizens and are often referred to as “Upper Deck Consumer Citizens”.

More data and full technical details are available in the Detailed Tables document on the right.

For more information on this news release please contact:

Jill Wiltfong
Senior Vice President, Marketing
Ipsos Open Thinking Exchange

About Ipsos Open Thinking Exchange

Ipsos Open Thinking Exchange (Ipsos OTX) is Ipsos' global innovation center. This multi-disciplinary team of researchers, strategists, digital natives, and design technologists is blending advancements in technology and a cultural shift toward social interactions to create the future of research, one that is immersive, collaborative, authentic and relevant. SocialogueTM is an ongoing publication from Ipsos OTX which features proprietary, global infographics and commentary on social media trends and behavior. For more information on the current suite of Ipsos OTX social media research tools, to find more about our Futures initiatives or to obtain social media details by country, contact us at ipsosopenthinkingexc

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.

With offices in 86 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,712,4 million (2 274 M$) in 2013.

Visit to learn more about Ipsos’ offerings and capabilities.

Most (86%) Global TV Watchers Use “Live TV


Jill Wiltfong
Senior VP, Marketing
Ipsos Open Thinking Exchange