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Consumers are looking for their own ways to acce entertainment

29/05/2014

Consumers are looking for their own ways to access entertainment Seg n un estudio de Arris, el consumo en atracones', las compras en segundas pantallas, el uso de PVR y el consumo multi-pantalla o multi-room son tendencias crecientes, al igual que la demanda de entretenimiento en cualquier momento, en cualquier lugar, en cualquier dispositivo y en cualquier cantidad.

El ndice sobre el Consumo de Entretenimiento 2014 de ARRIS, presentado este mi rcoles, revela que la demanda de entretenimiento personalizado por parte de los consumidores est generando una serie de tendencias clave en el consumo global de contenidos, con implicaciones significativas para los servicios de entretenimiento del ma ana.

La televisi n sigue siendo b sica en el entretenimiento en el hogar, con un ratio de penetraci n global de cerca del 96% y nuevas implicaciones para el visionado multi-pantalla y multi-room. La mayor a de los consumidores ven la televisi n en atracones': el 80% globalmente (82% en Espa a) ve m ltiples episodios de televisi n o incluso una serie entera en una sola sesi n. Mientras tanto, una aversi n creciente por la publicidad tradicional en televisi n est abriendo la puerta a la comercializaci n multi-pantalla. Y el mayor desaf o del mundo multi-pantalla de hoy en d a es encontrar el espacio para guardar todo lo que queremos ver.

El ndice sobre el Consumo de Entretenimiento 2014 de Arris es un estudio independiente de h bitos globales de consumo de medios, en el que se han entrevistado a 10.500 consumidores de 19 pa ses. El estudio monitoriza la interacci n con los diferentes componentes de la experiencia de entretenimiento (incluyendo multi-pantallas, publicidad y Personal Video Recorder) para ofrecer una idea de las tendencias que est n impulsando la evoluci n del consumo de contenidos.

Main results

Los consumidores convierten los atracones' de TV en un h bito: el 82% de los encuestados de Espa a (80% globalmente) admite que consume entretenimiento en atracones', mientras que un 18% (14% globalmente) asegura que lo hace al menos una vez al d a.

Por su parte, publicidad tradicional en televisi n se est apagando; los consumidores vuelven su atenci n hacia compras relacionadas con el programa: el 60% de los consumidores graba el entretenimiento para saltarse los anuncios. Un 41% asegura que los anuncios en sus smartphones son intrusivos. Sin embargo, el 17% utiliza dispositivos secundarios para comprar productos relacionados con los programas que est n viendo. En Espa a, el 11% de los que han usado una segunda pantalla mientras ven la televisi n han comprado una canci n relacionada con el programa, mientras que un 11% ha comprado alg n producto relacionado con el mismo.

A los consumidores espa oles les gusta ver entretenimiento en el sal n pero tambi n se conectan en el comedor y la cocina: la televisi n est aqu para quedarse, pero ello conlleva nuevas implicaciones para el visionado multi-pantalla y multi-room. Globalmente, el sal n sigue siendo la habitaci n m s popular para ver la televisi n, mientras que el 41% de los propietarios de tabletas las usa en el dormitorio para ver entretenimiento. En el caso de Espa a, tambi n el sal n es la ubicaci n preferida (55%), seguido de la cocina (28%) y el comedor (17%).

En 2014, en los hogares no se discute sobre qu ver pero s sobre qu borrar: el 62% de los propietarios de PVR dice que ha tenido que borrar programas porque no ten a m s espacio, seg n los resultados globales, una cifra que en Espa a s lo alcanza el 21%, a pesar de que un 28% del contenido grabado (24% en Espa a) nunca ha sido visto. Globalmente, el 52% asegura que graba el contenido para poder saltarse las partes del programa que no le gustan. En el caso de Espa a, el 59% de los encuestados dice que descargan o graban programas de TV para poder saltarse los anuncios.

Sandy Howe, vicepresidenta senior de Marketing Global de Arris, comenta que el r pido crecimiento de los dispositivos m viles, incrementando el alcance de las redes de ancho de banda de alta velocidad, y la facilidad para acceder a los contenidos est transformando la forma en que la gente se involucra con el entretenimiento. Los consumidores ahora esperan un entretenimiento en sus propios t rminos; controlar lo que ven, d nde y c mo lo ven, y en qu cantidad. Nuestro ndice sobre el Consumo de Entretenimiento revela que los consumidores expresan estas expectativas en la forman en que interact an con el entretenimiento en el hogar. Hemos encontrado un apetito sano por las formas tradicionales de entretenimiento, como la televisi n, y este es el fundamento de nuevas formas de consumir ese contenido, como la multi-pantalla, multi-room o visionado en atracones'. Mientras tanto, estamos viendo un aumento de la conversi n hacia la comercializaci n en segundas pantallas. Estas tendencias ponen de relieve una oportunidad para que los proveedores de servicios ofrezcan servicios m s personalizados y contenido relacionado con el programa que responda a este cambio en la interacci n .

Por su parte, Pablo Guaglianone, director general de Arris en Espa a, se ala que tras este estudio, sabemos que un n mero creciente de personas ven televisi n en atracones', graban contenido para verlo m s tarde y que los consumidores buscan informaci n sobre lo que ven en dispositivos secundarios. Como resultado de ello, entendemos que los consumidores est n abiertos e interesados en oportunidades para introducir que permitan que la publicidad sea siempre relevante, no s lo para la persona que la est consumiendo, sino tambi n en relaci n al contexto y al momento. Al ser un contenido grabado para disfrutar m s tarde, la publicidad que incluye muy posiblemente ser ya irrelevante en el momento de ser vista. Desde Arris, estamos enfoc ndonos en tecnolog as avanzadas e interactivas, que brinden una mejor
LINK: http://www.panoramaaudiovisual.com/en/2014/05/29/consumers-are-looking...
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