More Nigerians watch videos on smartphone, tablet, laptop – Ericsson report

Following the changing consumer needs in TV and video landscape in Nigeria, latest report by Ericsson’s ConsumerLab released yesterday has indicated that 64 percent of time is spent by Nigerians watching videos on a mobile device like smartphone, tablet and laptop.
According to the report, 36 percent of the time spent watching TV and video content is done on television screens making it the single most popular platform for TV and video consumption in Nigeria.
51 percent of consumers, the report further indicated that want to choose when they watch TV and video content rather than follow a set schedule
Similarly, only 27 percent of Nigerians stream videos. Inflexible data plans and slow download speeds flagged as reason for low video streaming uptake.
The Ericsson’s ConsumerLab published is its first ever TV and Media report for Nigeria, representative of the views and habits of over 24 million people across the country.
A key finding of the report is that TV and video content consumption is no longer tied to the traditional TV screen.
Though television screens remain the single most popular platform for TV and video consumption, it only accounts for one third of the total time spent watching videos.
Today’s viewers of TV and video content in Nigeria , the report said do not want to adhere to a specific device or schedule, and seek the freedom and flexibility to choose what they watch, when to watch it and on which device.
Out of the regular TV viewers in Nigeria in the survey, only 37 percent are satisfied with the choice and variety of available content. They prefer to choose and pay for the channels that they want. Current pay TV services offer limited customization capabilities.
Speaking on the report, Johan Jemdahl, Managing Director, Ericsson Nigeria said that, “The proliferation of mobile devices and availability of mobile broadband has significantly altered the consumption patterns of TV and video content in Nigeria. With the ownership of smartphones significantly higher than that of television and PCs (which include desktops and laptops) and more Nigerians demanding flexibility in their viewing schedules, the opportunities for mobile television cannot be overstated.”
The study also revealed that only 27 percent of Nigerian consumers stream videos more than weekly, compared with the global average of 76 percent. Respondents identified connectivity issues and restrictive data charges on mobile data as factors affecting their online streaming experience.
Furthermore, the study showed that the same factors have an impact on piracy.
Though global research has shown a decline in file sharing and illegal streaming services when easy-to-use and reasonably priced legal video-on-demand (VOD) services are available, limitations in connectivity and restrictive data charges drive the purchase of pirated content on DVDs. With TV and media services accounting for 43 percent of Nigerian consumers’ entertainment expenses, as much as 16 percent is spent on pirated material and the remaining 27 percent on pay TV.