Articles

22.2.2011 Media habits evolve in UK

Many UK consumers are interested in a "multiscreen experience" that allows them to easily watch content via a range of channels, a study has revealed. Video distributor Quickplay Media and research firm Zoomberg surveyed British mobile subscribersin the 18-44 year old demographic, finding 58% want to view TV shows and movies using one device, then "seamlessly switch" to watch on their smartphone or PC. Some 61% of interviewees also accessed content through a mobile handset more frequently than they did 12 months ago. Within this, 42% participated in such a pastime at least once a week, and 22% did so on an "almost daily" basis, figures climbing from 11% and 7% respectively year-on-year. Overall, 25% of the current audience consume this video at home, measured against 16% in 2010, a shift argued to reflect the influence of the iPad and other tablet PCs.

Another 27% undertook the same pursuit while on the move, compared with 16% generally filling time "in between activities." Regarding the sources of content, 32% of those polled had obtained material from companies other than TV services or network provider, for example using YouTube, SeeSaw or LoveFilm. However, 50% of the panel were unsure if their network boasted a dedicated video platform, a trend Quickplay predicted may soon change as marketing efforts intensify.

Price was a primary barrier to streaming television shows and films via a mobile for 57% of non-users, easily the highest score on this metric. Elsewhere, 75% of the sample agreed uptake would improve if recording and playback features, as offered by DVRs, became available on wireless handsets. Among the 12% of contributors who owned tablets, almost 60% have previously watched a TV show or full-length film, and 44% had observed over half an hour of "uninterrupted programming".

B.L. 22.2.2011