When it comes to watching Internet-based video content, more than a third of consumers (36 percent) would opt for a connected TV as their screen of choice. What’s more intriguing, however, is that the second-largest group of respondents (23 percent) was unsure what their alternatives are.

That lack of awareness represents opportunity for innovative content providers, according to the report from Accenture.

Even so, 43 percent of the study’s respondents said they already pay for at least some of the video content they watch over the Internet, with 69 percent theorizing they were willing to pay for a subscription.

They’re not going to write a blank check, though. Forty-one percent said they might be wiling to pay less than $5 a month, while about half (49 percent) said they would pay $5 – $10 per month and just 10 percent chose $10 a month as their price point.

Accenture’s report also found that the type of content being viewed affected the preferred screen. For watching full-length videos and TV shows, 72 percent would want to watch on a TV. The preference ranking drops with the screen size, with PC/laptop named by 41 percent, followed by tablets (25 percent) and smartphones (12 percent). For watching news, sports and other live content, that order remains the same but the percentages shift in favor of mobility: a TV set was chosen by 50 percent, PC/laptop got 37 percent, tablet was 25 percent and smartphone rose to 20 percent. (See chart below for a clearer view of these results.)

Consumers named the usual suspects when asked what frustrates them about online video. Advertising (at 53 percent) barely ranked above download times and buffering (51 percent). That indicates broadband penetration is helping eliminate practical barriers, but poor picture quality continues to annoy a lot of people (45 percent).

Related links:

Accenture – official site

Accenture – media summary

Accenture – Accenture’s “Video-Over-Internet Consumer Survey 2012