Media Consumption Habits - UK - July 2013
“What is required to revitalise CD/DVD sales is to associate hard copy media with the idea of high inherent value, so that consumers who otherwise might think “I do not have the money for this” instead think “this is worth the extra outlay”. If the industry can foster this idea, it may be able to turn hard copy into an aspirational status item. Teenagers grabbing easy to use downloads will look forward to the time they can afford to spend money on more permanent hard copy media that better expresses their affection or regard for the content being purchased.”
– Samuel Gee, Technology Analyst
Some questions answered in this report include:
- Is small screen estate holding back newspaper and magazine consumption on smartphones?
- Will consumers return to physical CD/DVD purchases?
- Will video on demand content in the UK overtake linear TV?
- How do consumers feel about pervasive online video advertising?
Although the growth of smartphones across the UK has stuttered into 2013 as key target markets (such as younger consumers) become saturated, tablets are still on upward ownership curve, with more individuals reporting access to one of the devices in the home each quarter. The devices are changing the way that consumers access and watch, read or listen to media content. Even smartphones, not optimised with their small screens for usage with a newspaper or magazines, are seeing surprising levels of activity by consumers purchasing written content.
This report examines the current state of media consumption in the UK, across TV, radio, music, film, newspapers, magazines and books, along with their digital equivalents. It also will look at what media consumers pay for, what they obtain for free, the devices they use to purchase media and how consumer CD/DVD purchasing habits have changed since they discovered digital music and video. Finally, it examines whether consumers would like to customise online newspaper or magazine content, and what consumers think about video advertisements online.
"Media consumption" refers to (as appropriate) the reading, listening or watching of books and e-books, newspapers or magazines (either in printed form, digitally through a website or digitally through an application downloaded onto and accessed by either a smartphone or tablet), film and television content (delivered through a television set, on DVD or Blu-ray, or through on-demand services over the internet to a variety of devices including but not limited to smartphones, laptops and tablets), music (delivered either through playing a CD or digitally as an MP3 file, and listened to on a variety of devices including but not limited to CD players, portable media players, smartphones or computers), radio (delivered through either a traditional radio, a digital radio, or through a digital radio station carried over the internet and listened to on a variety of potential devices including but not limited to smartphones, tablets and that computers).
‘Digital content’ refers to any media content delivered exclusively over the internet, such as websites for news or magazines, or streamed video-on-demand services. It does not refer to CDs, DVDs or Blu-ray discs, even though the information encoded on these discs is technically digital content.
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