ITC Say UK Viewing Habits Are Changing
Internet and interactive television usage has risen sharply over the last year, according to the ITC’s annual survey of viewing habits in the UK.
The survey, published today, shows that access to the internet has risen significantly over the last twelve months with, 34% of respondents connected the net in 2000 compared with 24% in 1999. The rise is due to increased access in the home and was particularly high amongst AB viewers and those who did not watch much television.
According to the report, of those who had internet access at home 24% used a PC, but “a significant number” said that they had accessed the internet via the television. The popularity of interactive TV was seen to be increasing with 50% of all respondents agreeing that it provided “a valuable service to viewers.” A small increase in multi-channel subscriptions was also revealed, with new subscribers again most likely to come from social groups AB and those who don’t watch much television. However a significant proportion of viewers showed no interest in acquiring either multi-channel television or internet services, with 44% of those who do not yet have multi-channel TV expressing no interest in subscribing.
The report showed that of those who were interested in subscribing, 37% believed that satellite was the most popular delivery system, followed by digital terrestrial and cable. Only one in five of those surveyed was willing to pay extra for services such as home shopping, banking or internet access.
Two thirds of respondents said they had never used the internet and 91% of non-users said they had no intention of getting access in the next six months.
According to the report, satisfaction with the television services available to viewers was higher amongst mulit-channel subscribers than terrestrial-only viewers. 83% of pay-per-view customers agreed that their services ‘give them all the choice they want,’ compared with 65% of analogue terrestrial viewers.
The average viewing time was shown to be 26 hours a week, with most viewers watching between 15 and 35 hours a week and ITV was found to be the favourite channel if viewers could pick only one.
ITC: 020 7306 7743 www.itc.org.uk
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