The benefits of convergent products must be conveyed to customers
Convergent products and services are reaching ever larger parts of the population in Germany, as the “Convergence Monitor” from the market research institute TNS shows. A total of more than 1,500 people between the ages of 14 and 64 in Germany were surveyed for this purpose. At the center of the amalgamation of classic media, internet and telecommunication services are screens on televisions, computers, laptops and multimedia cell phones.
After that, the boundaries between traditional media such as TV, print, radio and the Internet are becoming increasingly blurred. For example, in the age group of 14 to 29 year olds, 61 percent of online users would already watch video clips regularly or once a month on Internet video portals such as “Youtube”. In addition, 20 percent would call up programs on the online portals of the TV stations. While 25 percent of this age group would listen to radio stations that can also be received via FM via the Internet, 20 percent of 14 to 29 year old Internet users receive web radio exclusively via the Internet.
All age groups would frequent news and breaking information online. For example, 55 percent of 30 to 49-year-old Internet users would update themselves to the latest information on the Internet at least once a month and 39 percent would use this at least once a week. There can be no question of cannibalizing television through the Internet, however, since television usage has remained stable in all age groups compared to 2008. With 83 percent regular users who watch television four or more days a week, the channel is still the undisputed leading medium. Due to the higher internet usage averaging 94 minutes per day, the younger ones between the ages of 14 and 29 would spend a lot of time with screen media.
In addition, although “High Definition Television” (HDTV) is also of interest to many, the willingness to pay a little extra for television programs in HD quality is rather low at seven percent. According to Wolfgang Werres, Managing Director of TNS Infratest Media Research, the fact that HDTV has not yet developed into a driver for the purchase of new devices and content in HD is due to the inadequate education of consumers about the requirements and advantages of this technology: “That’s what many think alone To experience the better picture quality of HDTV by purchasing an LCD or plasma television – without knowing, however, that so far hardly any television programs have been broadcast in HD quality and that an HD receiver is also required for reception. ”Prerequisite for the radical The success of convergent products and services on the market is therefore not about the technology per se, but about the practical advantages of the new services in everyday life and removing existing uncertainties with regard to the new technology. Consumers are interested in ease of commissioning and operation. They would want more freedom and variety in media use, but without having to put in a lot of effort. Transparent prices with no hidden costs should also be a matter of course. “The providers of convergent products and services should take these needs into account and address them in their communication,” emphasizes Werres.