Around 7 million people now watch TV programmes on their PC/laptop via broadband or mobile phone, according to a new study from independent brand consultant specialist Contentworx.
The survey, of 1000 adults demographically weighted to represent the UK population, was carried out by ICM Direct, and was focused on understanding the motivation behind watching TV programmes on other devices.
The 7 million people watching TV on other devices, 15% of the population, is a 37% increase from the last Contentworx study in March 2006.
The survey found that just 25% of respondents said that they were excited about the prospect of HDTV, although this figure did rise to 43% amongst 18-24 year olds. A recent study by In-Sat said that the number of households with HDTV service will grow from 15 million in mid-2006 to 20.3 million at the end of 2006 (see HDTV Households To Reach 20 Million By End Of 2006).
Meanwhile, 18% of people said they interacted with TV programmes more when at home with family or friends, 8% when watching TV on a mobile phone and 19% when watching TV on a PC/laptop via broadband. IMS Research recently released a report which claimed that by the end of 2011 nearly half a billion people will be watching TV on their mobile phones (see Mobile TV To Experience Strong Growth).
When the respondents were asked if they would be interested in an on-demand service that would allow them to select when and what programmes they watch, 31% said that they would be, equating to around 14.5 million adults.
With regard to TV advertising, 65% of respondents said that advertisers funding the creation of TV programmes relevant to customers is a smart move and marks the way forward. This figure rose dramatically amongst the younger age groups, with 85% of 18-24s, 17% 71% of 25-34’s and 76% of 35-44 year olds all agreeing with this.
Andrew Canter, CEO of contentworx, said: “It is clear from our study that the Great British public are continuing to embrace technology in significant numbers that advertisers cannot ignore. It shows that consumer habits are constantly evolving which must be taken account of when targeting potential customers. We are developing a clearer understanding of the fundamental changes taking place in consumer behaviour which is directly shaping our thinking for our clients.”
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