Articles

22.11.2010 TV viewing habits evolving in UK

Television viewing habits continue to evolve in the UK, with trends like simultaneous media use and the emergence of "social TV" reshaping popular behaviour. Networking giant Cisco commissioned research firm Forrester to survey919 netizens, and suggested consumers hold an increasingly central role in deciding the technological and service priorities of media companies. Over 60% of 16-35 year olds regularly watch TV and surf the net concurrently, with this audience also recording the greatest enthusiasm for streaming broadcast content via the web and the lowest levels of television ownership.

Forrester found what it described as "Social TV" - talked about TV shows on the internet while enjoying live transmissions in the traditional way - was a frequent pastime for 16–24 year olds. Some 47% of respondents fitting this profile regularly participated in such an activity, falling to 20% among their older peers.

Similarly, 28% of people from the 16-24 year old category discussed television programmes they were playing back online with friends in real-time, measured against a 10% average. "This audience will be most likely to embrace simultaneous consumption of TV and internet video," the study said. "Coupled with the age group's device ownership, it's a fair indication that in the future a shift to Internet TV and interactivity will become more commonplace across all ages groups."

B.L. 22.11.2010