Motorola released the European results today of its Media Engagement study, and it appears that globalization has worked its wonders across at least two continents. The findings in Europe are remarkably similar to the findings in North America. Media habits are changing, and it’s not just a phenomenon of the “Millennial” generation.
The big themes from the research include anytime, anywhere access to content, content customization, and constant connectivity. Interestingly, North Americans report being twice as frustrated and stressed as their European counterparts when not connected, but that seems to be the biggest difference between the two populations. Here are some of the highlights from the European study:
- 62% of Europeans watch television on at least a weekly basis.
- 69% of Europeans are frustrated by having to search through so many content options to find the programming they want.
- Europeans are accessing content through a number of different mediums. In the UK, 52% are streaming Internet video, 34% are watching television on demand, and 29% are downloading video from the Internet at least once a week.
- 61% of Europeans expect to able to access content on the go, with that number rocketing to 75% among Spanish consumers.
- Technology influencers are found across the generations in Europe, with 39% of influencers falling in the Gen Xer category, and 33% coming from the Baby Boomer cohort.
Sweden is an interesting outlier in the European study. Swedish respondents said they would rather watch streaming Internet video (48%) compared to live television (28%). Live TV dominated as the viewing preference everywhere else.