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Survey gleans insights into TV viewership patterns

Survey gleans insights into TV viewership patterns

Author | exchange4media News Service | Saturday, Sep 04,2004 8:17 AM

Survey gleans insights into TV viewership patterns

Have you ever wondered how different the Chinese and Indians are with regard to how they enjoy their home entertainment products? Whether Indians really love watching sports on a big screen TV more than sex - or is it a myth?

To study the social and cultural dynamics that bring people together around home entertainment, Philips Electronics commissioned Harris Interactive to field Philips' Global Home Entertainment Survey, consisting of insights from consumers in 13 countries.

Conducted in April 2004, participants included men and women, ages 20 to 55, who own a television in the following countries: Belgium, Brazil, China, France, Germany, India, Italy, Mexico, the Netherlands, Russia, Spain, the UK and the US.

More than 6,000 consumers were interviewed through a combination of online, phone and face-to-face surveys.

Following are some highlights and "fun facts" from around the world, with a special focus on the habits of consumers in China and India:

Sports on the big screen

When comparing watching sports on a big screen TV to some of consumers' favourite activities, 77 per cent of Indians said it's better than "being at the game", 64 per cent of Chinese said it's better than "an expensive meal at a favourite restaurant" or a "night on the town", and 25 per cent of Russians said it's better than sex!

The couch rules

Survey respondents named the top reasons for watching movies at home as: the comfort of their couch, it is cheaper and because it allows them to be themselves.

Chinese and Indians (35 per cent and 32 per cent respectively) were most motivated by comfort, Germans (32 per cent) and Americans (29 per cent) by saving money and Italians just wanted to be themselves (25 per cent).

Home is best In every country surveyed, respondents rated watching movies at home a more or much more intimate experience than going to the theatres.

Indians and Italians found it more social (47 per cent and 46 per cent); Indian, Mexican and Brazilian consumers found it more enjoyable (72 per cent, 61 per cent and 59 per cent); and 57 per cent of Indian respondents also found it more fun or much more fun.

Indians love the light!

Whereas residents in most countries prefer watching movies with some lights on, respondents in India (32 per cent) were most likely to want all the lights on. Brazilians and Mexicans reported wanting "complete darkness" most often (57 per cent and 46 per cent respectively) and Russians had the highest percentage of candlelight viewing (28 per cent).Life around TV shows

In India, Mexico, the US and the UK, respondents were more likely to schedule daily activities around their favourite TV shows than in other countries.

Spanish were the least likely to co-ordinate plans around their televisions.

News brings Chinese together

Indians reported inviting friends over to watch television with them most frequently - 27 per cent said more than once a week.

Chinese were the least likely to invite friends and family over, with only 18 per cent doing so. They are more likely than others (72 per cent) to prefer watching TV at home with their partner/immediate family.

They were, however, the most likely to invite others over to watch the News (48 per cent).

Across most countries, movies and sporting events topped the list of programming to be viewed with friends and family.

Regular shows a `must see'

Regular TV shows were cited as programmes not to be missed by respondents in China, the Netherlands, the UK and the US.

Other programmes include TV movies (Belgium, Italy, Spain, Russia and India), Summer Olympics (Germany and Mexico), regular soap operas (France) and season finales (Brazil).

Opening/Closing Ceremonies top Olympic moments to record.

Indians more flamboyantConsumers in India were the biggest entertainers, with 71 per cent preferring to entertain than be entertained.

While Indians liked to be in the limelight entertaining, Chinese preferred to blend in, with only 16 per cent liking to stand out in a crowd. It, therefore, comes as no surprise that only 21 per cent of Chinese respondents are willing to buy the latest products on the market.

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