SIXTY-NINE PERCENT OF GLOBAL CONSUMERS THINK THAT FACE-TO-FACE INTERACTIONS ARE BEING REPLACED WITH ELECTRONIC ONES
Taiwan is with no exception. Sixty-nine percent of Taiwan respondents believe face-to-face interactions are being replaced with electronic ones, and three-quarter (76%) enjoy the freedom of being connected anywhere, anytime.
Though, “the bigger is better” for Taiwanese consumers, close to three-in-four (74%), preferred the biggest screen for watching video programming to smaller screens, making mobile devices critical for Taiwanese consumer video consumption. Still, over two-third of Taiwanese consumers appreciate the convenience of watching video programming on a mobile device. However, they are also disconnected from TV commercials, since four-in-five respondents switch to another channel when a commercial advertisement comes on.
TV remains at the center of video consumption, especially when watching news (77%), variety shows (73%) and movies (70%); however, when watching short-form videos, close to two-third (64%) choose computers as the first priority of the screen, followed by mobile devices (47%).
“The second, third and sometimes fourth screen is becoming a fundamental extension of the viewing experience,” said Irene Chen, vice president, Media Vertical and Marketing Effectiveness Practice, Nielsen Taiwan. “While multiple screens give viewers more options, they also give content providers and advertisers more opportunities and ways to reach and engage with viewers. Well-designed experiences can not only make the viewing experience more enjoyable, but they maximize the time users spend interacting with brands, too.”
Mobile devices somehow become one of the most important screens for Taiwanese consumers, who are not only multi-screen users but also multi-tasking: Two-third of Taiwanese respondents browse the Internet whilst watching video programming. Thirty-seven percent of respondents watch video programming contents whilst eating; twenty-eight percent watch video programs when spending time with their family, half (49%) watch video programing content when they commute; forty-five percent watch videos when spending time with friends, and thirty-six percent watch video content while they are at work.
“Choice creates not only complexity, but also opportunity,” said Chen. “Most important is understanding how viewing patterns are shifting and determining the driving forces behind the change. The media industry must embrace the changing landscape and adapt strategies to fit with a new reality, offering engaging and relevant content that is easily accessible across devices and channels.”
The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. Video programming was defined as any type of content, such as TV, cable shows, professional video or user-generated content that is watched on a TV, PC, mobile device such as a phone, tablet or e-reader. The study also examines consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
ABOUT THE NIELSEN GLOBAL DIGITAL LANDSCAPE SURVEY
The findings in this survey are based on respondents with online access in 60 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration is still growing, audiences may be younger and more affluent than the general population of that country. In addition, survey responses are based on claimed behavior rather than actual metered data.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.