Discovery Networks revealed the results of its recent research into Central and Eastern Europe, Middle East and African (CEEMEA) television audience.
Dubbing its report “The rise of the television everywhere audience” looked into the statistics of multi-screen viewing and the role of the Internet and social networks in television.
Discovery Networks explained that they interviewed 500 people in every market they conducted research in. The samples were chosen to give a good representation of the online population in each market.
Fieldwork was conducted by Research Now and took place between 21 May and 1 June 2012.
Among South Africa’s online population, Discovery Networks found the following:
- 31% said they watched live television via an Internet connection in the past 6 months;
- 31% said they watched or downloaded video-on-demand (VOD) after the original broadcast in the past six months;
- 74% have a smartphone;
- 31% have a tablet;
- 15% watched live TV via an Internet connection on their tablet;
- 17% watched or downloaded TV on demand;
- 72% of early adopters were interested in accessing TV content on the go via a smartphone or tablet, while 43% of other users were interested in this;
- 33% said they use the Internet to post about a TV show on social networks or look up information about the show online;
South Africa’s statistics are typically lower than the CEMEA average, with the notable exception of smartphone and tablet ownership. The CEMEA average is 46% for smartphone ownership and 21% for tablets.
The research also showed that South Africans were more interested in accessing their TV content on-the-go than the CEMEA average. In the whole CEMEA, 62% of early adopters were interested in mobile TV content access, while 38% of other users were interested in it.