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目次

As 2008 wound down to a dismal close, In-Stat fielded a consumer survey to ascertain how the economic turmoil is likely to affect consumers' spending plans. We also included a battery of questions about TV viewing and multitasking habits. While the economy is definitely going to slow down consumer spending, new applications that combine TV and the Internet can continue to develop, because there is no new cost involved for consumers. We estimate that over 66 million US consumers are simultaneously using a PC while watching TV. With broadband service becoming nearly ubiquitous, and consumers using a PC while watching TV, Harris' Dynacast product shows one way to "marry" TV to people simultaneously viewing a related website, and transform the World Wide Web into a "lean back" experience.

Table of Contents

• Executive Summary
• Some Historical Perspective on Economic Turmoil
• Reed Business Webinar Series Provides Insights into the Turnaround
• US Consumer Attitudes about Current Economic Situation
• Employment Status and Confidence
• How Has Your Personal Wealth Changed
• How Will Spending Change on Communications Services
• Spending On Subscription-TV Services
• Spending on Broadband Services
• Spending on Mobile Services
• Estimate of Annual Decrease in Spending on Pay-TV, Broadband, and Mobile Services by Household Income Group
• How Will General Consumer Spending Change, by Season
• TV Viewing Habits by Gender, by Income, and by Age
• What Males are Watching on a Schedule
• What Females are Watching on a Schedule
• Multitasking While Watching TV
• Overall Comparisons by Gender
• Females Multitasking While Watching TV, by Age
• Males Multitasking While Watching TV, by Age
• Multitasking by Gender, Ages 18–34
• Multitasking by Gender, Ages 35–49
• Multitasking by Gender, 50 to 65+
• Estimate of Number of TV Viewers Multitasking While Watching TV
• Why Multitasking Is an Important Issue
• Harris Dynacast Solution Marries TV With Live Web Portals
• Dynacast Makes the Web a “Lean Back” Experience
• Netbook PCs and Mobile Internet Devices May Be an Opportunity
• Consumer Interest in “Lite” Subscription-TV Services
• Sezmi TV
• Daily Media.TV
• Estimate for Number of Consumers Interested in “Lite” Subscription-TV
• Methodology
• More Detailed Data From This Survey is Available
• Related In-Stat Reports

List of Tables

• Table 1. How Worried Are You about Employment Situation, by Gender and by Income
• Table 2. Confidence in Finding a Job Within Six Months, by Gender and by Income
• Table 3. How Has Your Personal Wealth Changed, by Gender and by Income
• Table 4. Changes in Spending on Subscription-TV, by Gender and by Income
• Table 5. Changes in Spending on Broadband, by Gender and by Income
• Table 6. Changes in Spending on Mobile Services, by Gender and by Income
• Table 7. Estimate of Monthly and Annual Decrease in Spending (Households in Millions, US$ in Millions)
• Table 8. How Will Overall Spending Change for Holidays, by Gender and by Income
• Table 9. How Will Overall Spending Change for Winter, by Gender and by Income
• Table 10. How Will Overall Spending Change for Spring, by Gender and by Income
• Table 11. Comparison of Spending Plans by Quarter, by Gender
• Table 12. Programming Genres Male Respondents Watch “Live,” by Income
• Table 13. Programming Genres Female Respondents Watch “Live,” by Income
• Table 14. Females Compared with Males for Live Programming, by Genre and by Income
• Table 15. Multitasking While Watching TV, by Gender and by Income
• Table 16. Females Multitasking While Watching TV, by Age
• Table 17. Males Multitasking While Watching TV, by Age
• Table 18. Multitasking by Gender, Ages 18–34
• Table 19. Multitasking by Gender, Ages 35–49
• Table 20. Multitasking by Gender, 50 to 65+
• Table 21. Estimate of US TV Viewers Multitasking, by Gender and Age (Number of People in Category, in Millions, Percentage in Percent)
• Table 22. Estimate of Males Over 50, Sitting Still But Not Using a PC
• Table 23. Female Interest in “Lite” Subscription-TV Service, by Age Group
• Table 24. Male Interest in “Lite” Subscription-TV Service, by Age Group

List of Figures

• Figure 1. How Respondents Get International News and Information, by Gender and by Income
• Figure 2. How Worried Are You About Employment Situation, by Income
• Figure 3. Confidence in Finding a Job Within Six Months, by Income
• Figure 4. How Has Your Personal Wealth Changed, by Income
• Figure 5. Changes in Spending on Subscription-TV, by Income
• Figure 6. Changes in Spending on Broadband, by Income
• Figure 7. Changes in Spending on Mobile Services, by Income
• Figure 8. Estimate of Annual Decrease in Spending by Income Level (US$ in Millions)
• Figure 9. How Will Overall Spending Change for Holidays, by Income
• Figure 10. How Will Overall Spending Change for Winter, by Income
• Figure 11. How Will Overall Spending Change for Spring, by Income
• Figure 12. Comparison of Spending Plans by Quarter, by Gender
• Figure 13. Programming Genres Male Respondents Watch “Live,” Sorted by Income
• Figure 14. Programming Genres Male Respondents Watch “Live,” Sorted by Genre
• Figure 15. Programming Genres Female Respondents Watch “Live,” Sorted by Income
• Figure 16. Programming Genres Female Respondents Watch “Live,” Sorted by Genre
• Figure 17. Multitasking While Watching TV, by Gender
• Figure 18. Multitasking While Watching TV, by Income
• Figure 19. Multitasking While Watching TV, by Activity and Income
• Figure 20. Females Multitasking While Watching TV, by Age
• Figure 21. Males Multitasking While Watching TV, by Age
• Figure 22. Multitasking by Gender, Ages 18–34
• Figure 23. Multitasking by Gender, Ages 35–49
• Figure 24. Multitasking by Gender, 50 to 65+
• Figure 25. Estimate of US TV Viewers Multitasking, by Gender and Age (Number of People in Category, in Millions)
• Figure 26. Broadband Penetration Versus TV Delivery System Penetration Through 2013
• Figure 27. Comfortable Recliner With Built-In Computer Table
• Figure 28. Female and Male Interest Level in “Lite” Subscription-TV Service, by Age

モバイル、ブロードバンド、有料テレビは経済危機で約50億ドルの支出減、しかしインターネットテレビは拡大

アリゾナ州スコッツデール、2009年3月9日
米国の多くの消費者の、テレビ加入、ブロードバンド、モバイルサービスへの支出はほぼ同じ位であるが、今後約15％節約するつもりだとのことである。そのため、今後1年間の米国消費者のこれら3分野への支出は、約50億ドル下落するだろうと、米国調査会社インスタット社は報告している。インスタット社の最新の調査によれば、消費者にとって最も欠かせないサービスはブロードバンドサービスである。6600万人がソファでテレビを見ながら、インターネットを使用している。

「いくつかの年齢層の男性の40-50%の回答者が、テレビを見ている間、PCを使用していた。そして、40歳以下の約30%の女性は、テレビを見ている間、PCを使用していた。コストがかからないので、テレビ番組に連動するオンラインウェブポータルを使用する新しいアプローチが拡大するだろう。また、ケーブルTVオペレータも、ブロードバンドで人気のあるケーブル番組をコンテンツ配信する軽量サービスとの競争にさらされるだろう」とインスタット社のアナリストGerry Kaufhold氏は語る。

インスタット社は、下記についても調査した。

• テレビを見ながら何かをする消費者がかなり増えている
• 関連するウェブサイトを見ながら、テレビを視聴するという新しいビジネスチャンスを作り出したいくつかの企業によって、WWWは「二次的な利用」に変わるだろう
• 安価なネットブックPCには、24億ドルのビジネスチャンスがあるだろう
• モバイル、ブロードバンド、テレビ加入サービスの落ち込みは、収入35000ドル以下の家庭で大きいだろう

インスタット社の調査レポート「米国テレビ視聴者調査:通信サービスの影響、回答者プロフィール、マルチタスク状況 - US TV Viewers' Response to Economic Turmoil」は、米国家庭のテレビ視聴習慣を調査した。現在の不況が、消費者のテレビ視聴、インターネット利用、モバイル・ブロードバンド・テレビ加入への支出に与える影響の分析、2008年末のテレビ視聴・インターネット利用習慣、テレビ視聴中に何か他のことをしているかについての調査と分析、インターネットテレビサービスへの消費者の関心の分析、新しいハイブリッド「軽量」テレビサービス加入の拡大等も記載している。

(原文)
US Consumers Could Drop Spending on Mobile, Broadband and Pay TV Services by Nearly $5 Billion due to Economic Turmoil, but Internet Video will Expand

SCOTTSDALE, Ariz., March 9, 2009 - US Consumer spending on Subscription-TV, Broadband, and Mobile Services will be "about the same" for most consumers, but about 15% intend to cut back.  As a result, In-Stat estimates that consumer spending across these three segments could see nearly a $5 billion decrease during the next 12 months.  Yet In-Stat’s recent survey reveals that broadband service is among the most integral parts of consumers’ lives.  Over 66 million consumers across demographic categories are using the Internet while camped out on their sofas watching TV.

“Some male age groups had 40% to 50% of respondents using a PC while watching TV, and about 30% of females under the age of 40 are also using a PC while watching TV,” says Gerry Kaufhold, In-Stat analyst.  “New approaches using online web portals synchronized to a TV program will continue to develop, because they present no new costs.  Cable TV operators also face increasing competition from lightweight services that deliver popular Cable programming, supplemented by content delivered via broadband.”

Recent research by In-Stat found the following:

• Consumer multitasking while watching TV varies significantly depending on demographic characteristics.
• Several companies are identifying new opportunities to "marry" TV to people simultaneously viewing a related web site, and transform the World Wide Web into a "lean back" experience.
• Low-cost Netbook PCs, could represent a $2.4 billion opportunity.
• The biggest decrease in spending on mobile, broadband and subscription TV services will come from households with income below $35K.

Recent In-Stat research, US TV Viewers' Response to Economic Turmoil (#IN0904557CM), covers TV viewing habits in the US. It includes:

• Analysis of impact of current economic downturn on consumer behavior regarding TV viewing, broadband use, and spending across mobile, broadband and subscription TV.
• Results and analysis of a late 2008 US consumer survey on TV viewing, Internet usage habits and multitasking while watching TV.
• Examination of consumers’ interest in Internet TV services.
• Exploration of new hybrid “Lite” subscription TV services.
• Detailed demographic segmentation.