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In-home Media Consumption - UK - April 2009

The in-home media market has continued to undergo transformation over the past few years, with consumers now having more choice than ever before. Increased penetration of multichannel TV – now in 88% of households – along with personal video recorders (PVRs) have given people greater control over their viewing schedules, while the internet offers a range of alternative leisure activities and fresh ways of interacting with more traditional media such as music and video.

By the end of 2008, just over three quarters of UK adults owned a computer, while seven in ten had home internet. Increased affluence, however transient, and falling prices for consumer electronics mean that TV sets have got bigger and better over the past four years, while DVD recorders, digital radios, MP3 players and other gadgets have become increasingly common – enhancing the media experience. While the current economic climate may curtail spending, certain consumers will be looking out for some bargains as media technology comes down in price and will clearly want to maintain their high-tech lifestyles.

This report looks at in-home media consumption during a period when many consumers will be spending more leisure time at home to save money. Covering a range of in-home media – in particular TV, radio, pre-recorded music, pre-recorded video/DVDs and the internet – it asks: “given the range of choice now on offer, how do people divide their time?”

Main report issues

  • How often do people consume different types of media at home?

  • What will the recession mean for existing media over new technology?

  • Are people abandoning more expensive out-of-home leisure activities in favour of staying in?

  • How does online consumption compete with the living room?

  • Are people putting off purchases in the present economic climate?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Making it easy
              • Keeping up with the latest trends just too expensive
                • What does that do then?
                  • Don’t forget the original hipsters
                    • Reaching new audiences
                    • Market in Brief

                      • Recession affecting all leisure markets
                        • The internet more popular than TV
                          • More computers than ever before
                            • Multichannel TV boosting the TV market
                              • Radio facing tough times
                                • Downloads affecting the music industry
                                  • DVD sales leading the market
                                    • Age and affluence biggest dividing factors
                                      • Media attitudes
                                      • Internal Market Environment

                                        • Key points
                                          • TV overview
                                            • Figure 1: UK television industry key metrics*, UK, 2003-07
                                          • Multichannel penetration continues to climb
                                            • Figure 2: UK multichannel TV households, by platform, 2003-08
                                          • TVs getting bigger and better…
                                            • …at a price
                                              • Figure 3: Cost of television sets owned, 2004-08
                                            • Radio overview
                                              • Figure 4: UK radio industry key metrics*, UK, 2003-07
                                            • DAB radio ownership
                                              • Figure 5: DAB radio ownership, 2008
                                            • Pre-recorded music overview
                                              • Figure 6: Pre-recorded music bought in last 12 months, UK, 2005-08
                                            • Buying pre-recorded CDs
                                              • Figure 7: Trends in buying pre-recorded CD albums, 2006 and 2008
                                              • Figure 8: Trends in buying pre-recorded CD singles, 2006 and 2008
                                            • Buying music downloads
                                              • Figure 9: Trends in buying music downloads, 2008
                                              • Figure 10: Trends in buying single downloads, 2008
                                            • Ownership of audio equipment
                                              • Figure 7: Trends in audio equipment, 2006 and 2008
                                            • Videos and DVDs overview
                                              • Figure 11: Pre-recorded DVDs bought in the last 12 months, 2005-08
                                            • Buying pre-recorded DVDs
                                              • Figure 12: Trends in buying pre-recorded DVDs, 2006 and 2008
                                            • Watching hired DVDs/videos
                                              • Figure 13: Trends in watching hired DVDs/videos, 2004-08
                                            • Ownership of video equipment
                                              • Figure 14: Trends in video equipment ownership, 2006 and 2008
                                            • Computers overview
                                              • Figure 15: Home computer key metrics, UK, 2004-08
                                            • Usage trends
                                              • Figure 16: Trend in home PC usage, 2004-08
                                            • PC purchasing
                                              • Figure 17: When obtained home PC, 2006 and 2008
                                            • Additional software and hardware
                                              • Figure 18: Expenditure on home PCs in the last 12 months, 2004-08
                                              • Figure 19: Expenditure on additional software for home PCs in the last 12 months, 2004-08
                                            • Internet use overview
                                              • Figure 20: Home internet use in the UK, key metrics, 2004-08
                                            • Monthly internet use continues to rise
                                              • Figure 21: Monthly home internet use, 2006 and 2008
                                            • Broadband speeds up
                                              • Figure 22: Broadband connection speed, 2008
                                            • New technology
                                              • Figure 23: Presence of new technology at home, 2006 and 2008
                                            • Video games
                                              • Figure 24: Trends in consoles and games (including PC games), 2004-08
                                            • Expenditure on consoles and games
                                              • Figure 25: Trends in money spent on consoles and games (including PC games), 2004-08
                                          • Broader Market Environment

                                            • Key points
                                              • The effects of recession
                                                • Recovery predicted by 2010
                                                  • Six in ten concerned, but should be fine
                                                    • Figure 26: Financial prospects, December 2008
                                                  • Out-of-home leisure more vulnerable to cutbacks
                                                    • Figure 27: Areas where consumers would cut back spending, July 2008
                                                  • A more inclusive approach required
                                                    • Figure 28: Trends in the age structure of the UK population, by gender, 2004-14
                                                • Competitive Context

                                                  • Key points
                                                    • Watching TV most popular pastime
                                                      • Figure 29: Participation in leisure activities, 2008
                                                    • Mixed fortunes for in-home leisure
                                                      • Figure 30: Consumer expenditure on selected leisure goods and activities, 2003-08
                                                  • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Popular pastimes
                                                          • Innovation
                                                            • Recession-friendly
                                                              • High penetration levels
                                                                • Attractive to younger consumers
                                                                  • An affluent audience
                                                                    • Weaknesses
                                                                      • Competition between sectors
                                                                        • Consumer apathy
                                                                          • Recession-hit
                                                                            • Leaving older consumers behind
                                                                              • Alienating the less fortunate
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Video-on-demand ramps up
                                                                                    • Music industry looks for new ways to reach audiences
                                                                                    • Market Overviews

                                                                                      • Key points
                                                                                        • The in-home media market
                                                                                          • Figure 31: The in-home media market, UK, 2004-14
                                                                                        • Factors used in the forecast
                                                                                          • TV overview
                                                                                            • Figure 32: UK television industry key metrics*, 2003-07
                                                                                          • Radio overview
                                                                                            • Figure 33: UK radio industry key metrics*, UK, 2003-07
                                                                                          • Pre-recorded music overview
                                                                                            • Figure 34: Pre-recorded music industry key metrics, UK, 2004-08
                                                                                          • Videos and DVDs overview
                                                                                            • Figure 35: Pre-recorded video and DVD industry key metrics, UK, 2004-08
                                                                                        • In-home Media Usage

                                                                                          • Key points
                                                                                            • Level of usage
                                                                                              • Figure 36: In-home media usage, January 2009
                                                                                            • Internet more popular than watching TV
                                                                                              • Only the 55+ more likely to watch TV each day
                                                                                                • Figure 37: Watching TV vs browsing the internet every day for three hours or more, by gender and age, January 2009
                                                                                              • Music and radio share similar patterns
                                                                                                • 16-24-year-olds prefer music to the radio
                                                                                                  • Figure 38: Listening to radio vs listening to music every day for three hours or more, by gender and age, January 2009
                                                                                                • Watching DVDs tends to be a weekly activity
                                                                                                  • Frequency patterns
                                                                                                  • Media Ownership

                                                                                                    • Key points
                                                                                                      • Ownership levels high among internet users
                                                                                                        • Figure 39: In-home ownership of media, January 2009
                                                                                                      • Few differences by gender and social class
                                                                                                        • Ownership levels follow patterns of interest
                                                                                                          • Household income has biggest impact
                                                                                                            • Figure 40: Ownership of most popular in-home media items, by gross annual household income, January 2009
                                                                                                          • Flatscreen TVs and video consoles go together
                                                                                                            • Figure 41: Most popular in-home media ownership, by other in-home media ownership, January 2009
                                                                                                          • Ownership levels high among early adopters
                                                                                                            • Figure 42: Less popular in-home media ownership, by other in-home media ownership, January 2009
                                                                                                          • In-home media ownership reflects media habits
                                                                                                          • In-home Internet Activities

                                                                                                            • Key points
                                                                                                              • Low results for online media use
                                                                                                                • Figure 43: In-home internet activities, January 2009
                                                                                                              • Age a main factor
                                                                                                                • Affluent link to watching online
                                                                                                                  • TV and movies associated
                                                                                                                    • Figure 44: In-home internet activities, by other in-home internet activities, January 2009
                                                                                                                  • Frequency affects online activities
                                                                                                                  • Behavioural Attitudes

                                                                                                                    • Key points
                                                                                                                      • Physical copies still popular
                                                                                                                        • Figure 45: In-home media behaviour, January 2009
                                                                                                                      • Downloading/burning more popular with men and younger generations
                                                                                                                        • Affluent link to media habits
                                                                                                                          • Downloaders are active media users
                                                                                                                            • Figure 46: In-home media behaviour by other in-home media behaviour, January 2009
                                                                                                                            • Figure 47: In-home media behaviour by other in-home media behaviour, January 2009
                                                                                                                          • In-home media use influences behaviour
                                                                                                                            • Online movie watchers keenest downloaders
                                                                                                                              • Figure 48: In-home media behaviour by in-home internet activities, January 2009
                                                                                                                          • Spending Habits

                                                                                                                            • Key points
                                                                                                                              • In-home media and spending habits
                                                                                                                                • Figure 49: In-home media spending habits, January 2009
                                                                                                                              • Saving money priority for 20-44-year-olds
                                                                                                                                • Older respondents show less interest
                                                                                                                                  • Budget or splurge?
                                                                                                                                    • Figure 50: Spending habits by other spending habits, January 2009
                                                                                                                                    • Figure 51: Spending habits, by other spending habits, January 2009
                                                                                                                                  • Frequency reflects spending attitudes
                                                                                                                                  • In-Home Media Targeting Opportunities

                                                                                                                                    • Key points
                                                                                                                                      • Number of in-home media items owned
                                                                                                                                        • Figure 52: Number of in-home media items owned, January 2009
                                                                                                                                      • Income biggest indicator of repertoire
                                                                                                                                        • Figure 53: Number of in-home media items owned, by gross annual household income, January 2009
                                                                                                                                      • High PC ownership among internet users
                                                                                                                                        • Figure 54: Type of in-home media, by number of items owned, January 2009
                                                                                                                                      • High ownership equals greater online use
                                                                                                                                        • Figure 55: In-home internet activities, by number of items owned, January 2009
                                                                                                                                      • Behaviour increases along with repertoire
                                                                                                                                        • Figure 56: In-home media behaviour, by number of items owned, January 2009
                                                                                                                                      • Even a third of the best buyers don’t intend any more upgrades
                                                                                                                                        • Figure 57: Spending habits, by number of items owned, January 2009
                                                                                                                                      • Targeting opportunities
                                                                                                                                        • Embracing all media
                                                                                                                                          • PC the new TV
                                                                                                                                            • Born to burn
                                                                                                                                              • Outsiders
                                                                                                                                                • Disengaged
                                                                                                                                                  • PC the new TV and Embracing all media groups show similarities
                                                                                                                                                    • Figure 58: Targeting opportunities, by behavioural attitudes, January 2009
                                                                                                                                                  • PC the new TV spend longer online
                                                                                                                                                    • Figure 59: Targeting opportunities, by in-home media usage, January 2009
                                                                                                                                                  • The Disengaged have lowest ownership levels
                                                                                                                                                    • Figure 60: Targeting opportunities, by in-home media ownership, January 2009
                                                                                                                                                  • PC the new TV embrace the internet
                                                                                                                                                    • Figure 61: Targeting opportunities, by in-home internet activities, January 2009
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 62: Number of television sets, 2004-08
                                                                                                                                                    • Figure 63: Screen size of TVs owned, 2004-08
                                                                                                                                                    • Figure 64: Screen type of TVs owned, 2006-08
                                                                                                                                                    • Figure 65: Features of TVs owned, 2004-08
                                                                                                                                                    • Figure 66: When television was obtained, 2004-08
                                                                                                                                                    • Figure 67: Cost of television set, 2004-08
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                    • Figure 68: Trends in personal disposable income and consumer expenditure, 2004-14
                                                                                                                                                • Appendix – In-home Media Usage

                                                                                                                                                    • Figure 69: Frequency of watching DVDs, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 70: Frequency of listening to the radio, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 71: Frequency of listening to music, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 72: Frequency of watching TV, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 73: Frequency of browsing the internet, by demographic sub-group, January 2009
                                                                                                                                                  • In-home media usage by other in-home media usage
                                                                                                                                                    • Figure 74: In-home media usage, by those who watch DVDs, January 2009
                                                                                                                                                    • Figure 75: In-home media usage, by those who listen to the radio, January 2009
                                                                                                                                                    • Figure 76: In-home media usage, by those who listen to music, January 2009
                                                                                                                                                    • Figure 77: In-home media usage, by those who watch TV, January 2009
                                                                                                                                                    • Figure 78: In-home media usage, by those who browse the internet, January 2009
                                                                                                                                                • Appendix – Media Ownership

                                                                                                                                                    • Figure 79: Most popular in-home media ownership, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 80: Less popular in-home media ownership, by demographic sub-group, January 2009
                                                                                                                                                  • In-home media ownership by in-home media usage
                                                                                                                                                    • Figure 81: In-home media ownership, by those that watch DVDs, January 2009
                                                                                                                                                    • Figure 82: In-home media ownership, by those that listen to the radio, January 2009
                                                                                                                                                    • Figure 83: In-home media ownership, by those that listen to music, January 2009
                                                                                                                                                    • Figure 84: In-home media ownership, by those that watch TV, January 2009
                                                                                                                                                    • Figure 85: In-home media ownership, by those that browse the internet, January 2009
                                                                                                                                                • Appendix – In-home Internet Activities

                                                                                                                                                    • Figure 86: In-home media activities done online, by demographic sub-group, January 2009
                                                                                                                                                  • In-home internet activities by in-home media usage
                                                                                                                                                    • Figure 87: In-home internet activities, by those that watch DVDs, January 2009
                                                                                                                                                    • Figure 88: In-home internet activities, by those that listen to the radio, January 2009
                                                                                                                                                    • Figure 89: In-home internet activities, by those that listen to music, January 2009
                                                                                                                                                    • Figure 90: In-home internet activities, by those that watch TV, January 2009
                                                                                                                                                    • Figure 91: In-home internet activities, by those that browse the internet, January 2009
                                                                                                                                                • Appendix – Behavioural Attitudes

                                                                                                                                                    • Figure 92: Most popular behavioural attitudes towards media, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 93: Next most popular behavioural attitudes towards media, by demographic sub-group, January 2009
                                                                                                                                                  • In-home media behaviour by in-home media usage
                                                                                                                                                    • Figure 94: In-home media behaviour, by those that watch DVDs, January 2009
                                                                                                                                                    • Figure 95: In-home media behaviour, by those that listen to the radio, January 2009
                                                                                                                                                    • Figure 96: In-home media behaviour, by those that listen to music, January 2009
                                                                                                                                                    • Figure 97: In-home media behaviour, by those that watch TV, January 2009
                                                                                                                                                    • Figure 98: In-home media behaviour, by those that browse the internet, January 2009
                                                                                                                                                • Appendix – Spending Habits

                                                                                                                                                    • Figure 99: Most popular spending habits, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 100: Next most popular spending habits, by demographic sub-group, January 2009
                                                                                                                                                  • Spending habits by in-home media usage
                                                                                                                                                    • Figure 101: Spending habits, by those that watch DVDs, January 2009
                                                                                                                                                    • Figure 102: Spending habits, by those that listen to the radio, January 2009
                                                                                                                                                    • Figure 103: Spending habits, by those that listen to music, January 2009
                                                                                                                                                    • Figure 104: Spending habits, by those that watch TV, January 2009
                                                                                                                                                    • Figure 105: Spending habits, by those that browse the internet, January 2009
                                                                                                                                                • Appendix – In-Home Media Targeting Opportunities

                                                                                                                                                    • Figure 106: Targeting opportunities, by demographic sub-group, January 2009
                                                                                                                                                    • Figure 107: Number of in-home media items owned, by demographic sub-group, January 2009

                                                                                                                                                Companies Covered

                                                                                                                                                • Advertising Association (The)
                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Apple Computer UK Ltd
                                                                                                                                                • Argos
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • Bank of England
                                                                                                                                                • British Broadcasting Corporation (BBC)
                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                • British Phonographic Industry Ltd (The) [BPI]
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • British Video Association (BVA)
                                                                                                                                                • Broadcasters' Audience Research Board Limited
                                                                                                                                                • BT Group plc
                                                                                                                                                • Bush Radio plc
                                                                                                                                                • Channel 4
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Competition Commission
                                                                                                                                                • Confederation of British Industry
                                                                                                                                                • ELSPA
                                                                                                                                                • Freeview
                                                                                                                                                • Fujitsu Siemens Computers (Holding) BV
                                                                                                                                                • Gfk NOP
                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                • HBOS plc (Halifax Bank of Scotland)
                                                                                                                                                • Hitwise Pty. Ltd.
                                                                                                                                                • Independent Television Commission
                                                                                                                                                • International Monetary Fund
                                                                                                                                                • ITV plc
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • KFC Ltd (UK)
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • LOVEFiLM International Ltd
                                                                                                                                                • Market & Opinion Research International (MORI)
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • McDonald's Restaurants Limited (UK)
                                                                                                                                                • mmO2 plc
                                                                                                                                                • MySpace.com
                                                                                                                                                • Nationwide Building Society
                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                                • Ofcom
                                                                                                                                                • Office for National Statistics
                                                                                                                                                • Orange plc (UK)
                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                • Tesco Plc
                                                                                                                                                • The Society of London Theatre [SOLT]
                                                                                                                                                • UK Film Council
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Virgin Mobile
                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                • Waitrose
                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                • World Advertising Research Center
                                                                                                                                                • YouTube, Inc.
                                                                                                                                                • Zavvi

                                                                                                                                                In-home Media Consumption - UK - April 2009

                                                                                                                                                £1,695.00 (Excl.Tax)