DALLAS, TX--(Marketwire - August 17, 2010) - More U.S. households are watching online video and on a wider variety of devices now than two years ago, but they are not sacrificing their TV viewing to do so, according to international research firm Parks Associates. The firm's study "Digital Media Evolution II" found 40% of all U.S. broadband homes now regularly watch long-form video on a computer. However, service providers can allay their fears of cord cutting for now as high use of PC video does not yet correlate with decreased TV viewing.
"People are using online video to fill in the gaps," said Kurt Scherf, VP, principal analyst, Parks Associates. "When it comes to watching TV shows and movies, nobody's first choice is the computer. People will watch this content on a computer when it is not convenient or feasible to watch on a TV."
Parks Associates found households with a high incidence for viewing PC video are also heavy DVD users. "Both DVDs and the Internet are non-linear video sources," Scherf said. "That makes them somewhat similar from the consumer's perspective. They don't care about the distribution method so much as the experience, which will be enhanced through the ability to view premium content on a variety of devices. Service providers and other video retailers that offer high-quality, consistent multiplatform viewing experiences will come out ahead in the battle for consumers' eyeballs."
"Digital Media Evolution II" quantifies and analyzes the market demand for emerging media platforms, features, and services. For information, visit http://www.parksassociates.com or contact 972-490-1113, sales@parksassociates.com.
About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
Each year, Parks Associates hosts executive thought leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA)®, and CONNECTIONS™ Europe. Parks Associates produces the online publication Industry Insights in conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com | http://www.connectionsconference.com | http://www.connectionseurope.com | http://www.connectionsindustryinsights.com
Contact Information:
Mindi Sue Sternblitz-Rubenstein
Parks Associates
972-490-1113
mindi.sue@parksassociates.com