Digital convergence is having a divisive effect on the way people consume media, according to services provider Accenture.

A survey of over 6,500 TV viewers around the world found that 83 per cent of audiences are dissatisfied with traditional, linear broadcasting. But while consumers are eager to adopt new viewing practices, specific demands vary between different social groups.

In the US 46 per cent of audiences aged 18-24 are happy to view content on a phone or other mobile device. But less than 20 per cent of viewers aged 55 and over were interested in receiving content this way.

Meanwhile 37 per cent of adults questioned were prepared to pay on some basis to download programmes from a digital service, while a separate thirty-three per cent preferred to pay nothing and watch shows with built-in advertising.

As users abandon traditional TV consumption patterns, these contrasting demands will present a serious hurdle to the broadcast industry, according to David Wolf of Accenture.

“What these geographic findings all underline is that a one-size-fits-all approach to digital services will not work," said Wolf, senior executive at the firm's Media & Entertainment practice.

"Industry participants need to ‘think global and act local.’ It is no coincidence that major content producers are currently making a series of acquisitions in emerging markets, seeking access to innovation, talent and content that they can both utilize locally and recycle to developed and emerging markets worldwide.”