Broadband Users Turned Off By TV

UK broadband internet users are cutting the amount of time they spend watching television in order to use the internet, according to research published by Fletcher Advisory.

A study into the viewing habits of broadband internet users has found that 34% of those with a high-speed internet connection have cut their TV viewing time by five hours a week and are spending those five hours surfing the net.

The survey, which was commissioned by BT Openworld, shows that 61% of broadband users would rather have an internet connection than a television, compared to just 19% of narrowband users who still value TV over the internet.

Broadband users have also changed the type of TV programmes they watch and were found to tune in to “less junk”, favouring films and factual programmes as part of a “more selective viewing” habit. One in five respondents said they were starting to spend more time on the internet during the day and were watching less peak-time TV due to the introduction of flat-rate telephone charges.

A recent survey carried out by internet service provider, Freeserve, found that regular internet users watch ten to fifteen percent less TV than those without an internet connection and spend more time surfing the net than reading magazines or newspapers (see Online Ads Build Better Brand Awareness). The research also showed that the internet can be more successful than other media in increasing and sustaining brand awareness, with internet advertising found to be more memorable than TV or radio advertising.

Fletcher Advisory: 020 7436 4217 www.fletcheradvisory.co.uk

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