A new study from Accenture, with analysis from Sanford C. Bernstein & Co., says 52% of all viewers prefer big TV sets for TV shows and movies -- but that is a 13% decline from the last reading of the annual survey. Computer/laptop preference is up 9% to 38%; smartphones are 3% more to 8%; and tablets improved 4% to 8%.
But among 14- to-17-year-old viewers, there have been dramatic declines, down 33% to a 29% preference level for TV sets. This demo is more comfortable with viewing on mobile devices.
Computers/laptop viewing gained 16% to reach a 44% preference level. Tablets are up 12% to a 16% preference level: and smartphones are 9% higher to 16%.
Things are a bit better for older 18-34 viewers when it comes to TV sets. TV and computer/laptop preferences are virtually equal in preference -- 46% and 47%, respectively. TV is down 14% and computer/laptops are 10% higher.
For all viewers, TV sets are the still dominating preference when it comes to sports programming -- 43%, down 10%; computer/laptops are at 23%, up 6%; smartphones are at 8%, up 3% and tablets are at 6%, gaining 3%.
Accenture's annual report comes from an online survey of 24,000 TV viewers across 24 countries.