T.V. Viewing Habits

This report of what's our cousins across the Atlantic are doing could be a prediction of what will be occurring in the U.S....

Most UK Residents Time-Shift TV Content

More than half of UK residents (57%) watch at least one hour of on-demand TV or recorded TV each week, according to a UK nationwide survey measuring the popularity of on-demand TV and internet video.

Women watch more on-demand or recorded TV than men (58% vs. 55%), the survey found. Seniors (55+) and young adults (18-24) watch the most on-demand or recorded TV (60%); those age 25-34 watch the least (51%).

The survey, conducted by YouGov on behalf of Redback Networks, looked at the changing habits of TV viewers across different media platforms and devices, including TVs, PCs and mobile phones.

The most common methods for recording programs in the UK were Sky+ (22%), personal video recorders, and VHS machines (27%).On demand services are also used for later viewing: 11% use On demand TV services, and 16% use internet catch up services such as the BBC iPlayer.

Among the other primary findings of the survey:

• Of the 57% who time-shift content, about one-third watch at least three hours of on-demand TV per week.
• About half of online UK residents (48%) have watched video or TV on the internet, with the vast majority using internet-based TV services for on-demand viewing (70%).
• Of that 48%, 22% have watched internet TV or video over the past 7 days.

The survey also found that Internet TV and video are quickly becoming established as regular channels for consuming video content, changing the viewing habits and experience for a new generation of viewers.

Regarding those who have watched internet TV or video, the survey found as follows:

• UK residents expressed a clear preference for better internet video content (56%), better internet TV quality (47%), and the desire to watch more internet video on TV rather than the computer (38%).
• Most people watch internet TV or video in their home office or study (68%), followed by a communal room at home (39%) and then at work (20%). (Multiple responses allowed per user.)
• The biggest drivers that would encourage more people to watch internet TV or video are more free content available (56%), quality of picture (47%) and the ability to watch internet video on a TV screen, rather than a computer (38%).
• In terms of content, news (24%), entertainment (27%) and short videos (42%) are the most popular type of content to watch on computer rather than on TV.
• And just 9% of people use their mobile phone or PDA to watch internet TV or video.

“While the good old VHS recorder has created audience demand for time-shifted TV programs, it is new game-changing internet video services such as the BBC iPlayer which are reshaping how carriers upgrade their networks over time,” said Philip Wilton, Director of Sales and Operations in the UK for Redback Networks.

“This growth of video over broadband is reflected in what also we’re back hearing from our service provider customers, with HTTP streaming traffic now outstripping P2P for downloading video content.”

“Where Internet video was just about sharing content via P2P networks, it’s now moved into the mainstream with viewers able to consume time shifted content direct from content provider, placing new strains on the network and the traffic it supports,” Wilton concluded.

About the survey: All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,168 adults. Fieldwork was undertaken 11-14 April 2008. The survey was carried out online. The figures have been weighted and are representative of all online UK adults (age 18+).

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