Consumers accessing content more often via multiple screens, poll finds
Content consumers are now accessing media more frequently through multi-screen channels, since most of them own mobile devices, according to a media consumption survey conducted by the National Broadcasting and Telecommunications Commission (NBTC).
The survey was conducted by the Institute of Research and Development for Public Enterprises on 10,000 households nationwide from September to November last year. The institute was founded by the State Enterprise Policy Office.
The survey found that 99.7 per cent of the 15,000 respondents aged from four years on up owned smartphones and 97 per cent owned tablets, suggesting their extensive adoption of new technology and ability to consume media any time, anywhere.
Of the total, 89 per cent owned notebook computers and 79 per cent desktop PCs. About 45 per cent used online channels to watch TV reruns, 20 per cent to access social networks such as Facebook and Instagram and 11 per cent to search for information.
The devices most used for watching online TV channels were 13 per cent via PCs, 11.6 per cent via smartphones and 4.2 per cent via tablets.
Smartphones top choice
Smartphones were the top choice for videos and radio news or music.
About 91.6 per cent watched TV via satellite dishes, 72.7 per cent via cable, 24.5 per cent via a terrestrial digital set-top box using an aerial antenna and 22.7 per cent via an antenna.
For TV content, 50.2 per cent watched analog channels 3, 5,7, 9, 11 and Thai PBS, which are now on digital TV, 18.7 per cent watched satellite channels, 17.1 per cent the 21 new digital TV channels, and 14 per cent cable channels.
However, according to Nielsen, as of October 20, the ratio between the viewers of the six former analog TV channels and 21 new digital TV channels was 60.8:39.2.
According to the NBTC, the trend of people consuming media via these multi-screen channels is positive for TV stations, as more viewers can access their content. That lets the stations maximise their return on content investment.
However, the viewing of content via a combination of multi-screens and the main TV screen will continue. People still prefer viewing via TV some content such as live football matches.
The adoption of terrestrial digital TV technology also enables consumers to get better and clearer TV contents. If they miss some programmes, they will turn to online TV channels to watch the reruns.
