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Media Consumption Habits - UK - June 2014

“Video content spreads globally now. But when demand exceeds licensed supply options, illegal pirating means content spreads anyway, to communities who can become highly engaged with merchandising opportunities even if the content in question remains unavailable in their territory.”

– Samuel Gee, Senior Technology and Media Analyst

This report looks at these issues:

  • Video communities are spontaneous, global and general
  • Books are underused as a way of building brand awareness

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Table of contents

  1. Introduction

      • Definitions
        • Relevant Mintel reports
          • Televisions and pay-TV services
            • Digital and physical music and video
              • Newspapers, magazines and e-books
                • Forecasts
                  • Abbreviations
                  • Executive Summary

                      • The markets
                        • The consumer
                          • Music and video purchased
                            • Figure 1: Music and video purchased by consumers, March 2014
                          • Newspapers, magazines and e-books purchased
                            • Figure 2: Newspaper, book and magazine purchases, arranged by category March 2014
                          • Daily use of media
                            • Figure 3: Daily use of media content for at least one hour, March 2014
                          • Interactions with media whilst watching/reading/listening to it
                            • Figure 4: Consumer interactions with media whilst watching/reading/listening to it, March 2014
                            • Figure 5: Average number of hours consumers spend watching/listening to/reading media each day, March 2014
                          • Discovery of new media
                            • Figure 6: Media discovery methods, March 2014
                          • What we think
                          • Issues and Insights

                              • Video communities are spontaneous, global and general
                                • The facts
                                  • The implications
                                    • Books are underused as a way of building brand awareness
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Trend: Click and Connect
                                              • Trend: Life Hacking
                                                • Mintel Futures: East Meets West
                                                • Markets

                                                  • Key points
                                                    • Televisions and pay-TV services
                                                      • TV market value will improve after difficult few years
                                                        • Figure 7: Total value of television set sales (current prices) and volume of pay-TV subscriptions, 2008-18
                                                      • Music and video
                                                        • Market to move into growth spurred by digital reliance
                                                          • Figure 8: Forecast value of music and video sales (at current prices), 2008-18
                                                          • Figure 9: Physical and digital album sales, Q1 2013
                                                        • Newspapers and magazines
                                                          • Print circulations drop by a third in five years
                                                            • Figure 10: Total UK annual national newspaper and magazine circulation, 2008-18
                                                          • Books and e-books
                                                            • Digital boosts total book business
                                                              • Figure 11: UK consumer book market, by value, 2008-18
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Sainsbury’s offers free e-book on download of Tom Hanks film
                                                                • Sky Movies offers free DVD
                                                                  • Songza builds in environmental data to playlists
                                                                    • Unglue.it removes copyright after revenue targets have been hit
                                                                    • The Consumer – Music and Video Purchased

                                                                      • Key points
                                                                        • Music and video purchased by consumers
                                                                          • Figure 12: Music and video purchased by consumers, March 2014
                                                                          • Figure 13: Music and video purchased by consumers, by most recently purchased, March 2014
                                                                        • Less than half of over-65s have never bought digital music and video
                                                                            • Figure 14: Proportion of over-65s who have never interacted with digital video services, March 2014
                                                                          • Children have a big impact on video purchase
                                                                              • Figure 15: Purchase of music and video by consumers with children in the household, March 2014
                                                                            • Relatively high crossover between physical and digital music and video purchase
                                                                                • Figure 16: Crossover purchase of physical and digital music and video purchase, March 2014
                                                                              • Pay-TV buyers least likely to buy any other media
                                                                                • Figure 17: Colour-graded audio-visual media cross-purchases, by row, March 2014
                                                                            • The Consumer – Newspapers, Magazines and Books Purchased

                                                                              • Key points
                                                                                • Equal proportions of consumers purchase books and newspapers
                                                                                  • Figure 18: Newspaper, book and magazine purchases, March 2014
                                                                                  • Figure 19: Newspaper, book and magazine purchases, by most recently purchased, March 2014
                                                                                • Men more likely to engage with printed text
                                                                                  • Figure 20: Gender breakdown of printed media purchases, March 2014
                                                                                • Digital buyers have highest cross-platform engagement
                                                                                  • Figure 21: Colour-graded printed media cross-purchases, by row, March 2014
                                                                              • The Consumer – Daily Use of Media

                                                                                • Key points
                                                                                  • Half of consumers now buy digital media
                                                                                    • Figure 22: Purchase of physical and digital media, March 2014
                                                                                  • More consumers interact with books than newspapers daily
                                                                                    • Figure 23: Daily use of media content (for at least one hour), March 2014
                                                                                  • Clear age split on frequent media usage
                                                                                    • Figure 24: Use of media content for at least an hour a day, by age, March 2014
                                                                                  • Regular print media readers reliant on physical product
                                                                                    • Figure 25: Purchase of physical or digital newspapers and magazines, by use of newspapers and magazines for at least one hour each day, March 2014
                                                                                  • Reading given less time than audio/visual media
                                                                                    • Figure 26: Average number of hours consumers interact with media each day, March 2014
                                                                                    • Figure 27: Number of hours per day spent watching/listening to/reading media, March 2014
                                                                                  • Strong response to newspapers and magazines from the under-35s
                                                                                    • Figure 28: Average number of hours spent watching or reading or listening to media each day, by age, March 2014
                                                                                  • Children have little impact on duration of engagement
                                                                                      • Figure 29: Average hours spent watching/reading/listening to media each day, by age of children in the household, March 2014
                                                                                  • The Consumer – Interactions with Media

                                                                                    • Key points
                                                                                      • Face-to-face discussion still the best way to discuss media
                                                                                        • Figure 30: Consumer interactions with media whilst watching/reading/listening to it, March 2014
                                                                                      • Media types have no impact on interaction types
                                                                                        • Interaction with video media on non-specialist websites is key
                                                                                          • Social discussion key for hardcopy newspapers and magazines
                                                                                          • The Consumer – Discovery of New Media

                                                                                            • Key points
                                                                                              • Newspapers and magazines discovered by other means
                                                                                                • Figure 31: Media discovery methods, March 2014
                                                                                              • Online book reviews critical for men
                                                                                                • Figure 32: Media discovery methods, by gender, march 2014
                                                                                              • Trusted reviews from services are valuable
                                                                                              • Appendix – The Consumer – Music and Video Purchased

                                                                                                  • Figure 33: Consumers' purchase of music and video, March 2014
                                                                                                  • Figure 34: Consumers' purchase of music and video, by most commonly purchased music and video by consumers in the last three months, March 2014
                                                                                                  • Figure 35: Consumers' purchase of music and video, by next most commonly purchased music and video by consumers in the last three months, March 2014
                                                                                                  • Figure 36: Consumers' purchase of music and video, by consumers' least commonly purchased music and video in the last 3 months, March 2014
                                                                                                  • Figure 37: Consumers' purchase music, by demographics, March 2014
                                                                                                  • Figure 38: Consumers' purchase of video, by demographics, March 2014
                                                                                                  • Figure 39: Consumers' purchase of physical music and video, by demographics, March 2014
                                                                                                  • Figure 40: Consumers' purchase of digital music and video, by demographics, March 2014
                                                                                                  • Figure 41: Consumers' purchase of television subscriptions, by demographics, March 2014
                                                                                                  • Figure 42: Consumers' purchase of DVDs, by demographics, March 2014
                                                                                                  • Figure 43: Consumers' purchase of Blu-ray discs, by demographics, March 2014
                                                                                                  • Figure 44: Consumers' purchase of DVD/Blu-ray box sets, by demographics, March 2014
                                                                                                  • Figure 45: Consumers' purchase of CD singles, by demographics, March 2014
                                                                                                  • Figure 46: Consumers' purchase of CD albums, by demographics, March 2014
                                                                                                  • Figure 47: Consumers' purchase of digital singles, by demographics, March 2014
                                                                                                  • Figure 48: Consumers' purchase of digital albums, by demographics, March 2014
                                                                                                  • Figure 49: Consumers' purchase of digital video downloads to keep on a device, by demographics, March 2014
                                                                                                  • Figure 50: Consumers' rental of a digital film that expired after watching it, by demographics, March 2014
                                                                                                  • Figure 51: Consumers' purchase of a subscription to a streaming music service, by demographics, March 2014
                                                                                                  • Figure 52: Consumers' purchase of a subscription to a streaming video service, by demographics, March 2014
                                                                                                  • Figure 53: Consumers' purchase of a vinyl record, by demographics, March 2014
                                                                                              • Appendix – The Consumer – Newspapers, Magazines and Books Purchased

                                                                                                  • Figure 54: Consumers' purchase of newspapers, magazines and books, March 2014
                                                                                                  • Figure 55: Consumers’ purchase of newspapers, by demographics, March 2014
                                                                                                  • Figure 56: Consumers’ purchase of magazines, by demographics, March 2014
                                                                                                  • Figure 57: Consumers’ purchase of books and e-books, by demographics, March 2014
                                                                                                  • Figure 58: Consumers’ purchase of physical newspapers and magazines, by demographics, March 2014
                                                                                                  • Figure 59: Consumers’ purchase of digital newspapers and magazines, by demographics, March 2014
                                                                                                  • Figure 60: Consumers’ purchase of newspapers, by demographics, March 2014
                                                                                                  • Figure 61: Consumers’ purchase of a magazine (single copy), by demographics, March 2014
                                                                                                  • Figure 62: Consumers’ purchase of newspaper subscription (multiple copies), by demographics, March 2014
                                                                                                  • Figure 63: Consumers’ purchase of magazine subscription (multiple copies), by demographics, March 2014
                                                                                                  • Figure 64: Consumers’ purchase of access to a newspaper website, by demographics, March 2014
                                                                                                  • Figure 65: Consumers’ purchase of access to a magazine website, by demographics, March 2014
                                                                                                  • Figure 66: Consumers’ purchase of access to a newspaper on a smartphone or tablet, by demographics, March 2014
                                                                                                  • Figure 67: Consumers’ purchase of access to a magazine on a smartphone or tablet, by demographics, March 2014
                                                                                                  • Figure 68: Consumers’ purchase of books, by demographics, March 2014
                                                                                                  • Figure 69: Consumers’ purchase of e-books, by demographics, March 2014
                                                                                                  • Figure 70: Total media consumption nets, March 2014
                                                                                                  • Figure 71: Purchase of any physical media, by demographics, March 2014
                                                                                                  • Figure 72: Purchase of any digital media (excluding pay-TV subscription), by demographics, March 2014
                                                                                                  • Figure 73: Purchase of any digital media (including pay-TV subscription), by demographics, March 2014
                                                                                                  • Figure 74: Repertoire of consumers' purchase of music, video, newspapers, magazines and books, March 2014
                                                                                                  • Figure 75: Repertoire of consumers' purchase of music, video, newspapers, magazines and books, by demographics, March 2014
                                                                                              • Appendix – The Consumer – Daily Use of Media

                                                                                                  • Figure 76: Media consumers read/listen to/watch for at least one hour a day, March 2014
                                                                                                  • Figure 77: Media consumers read/listen to/watch for at least one hour a day, by media consumers read/listen to/watch for at least one hour a day, March 2014
                                                                                                  • Figure 78: Media consumers read/listen to/watch for at least one hour a day, by demographics, March 2014
                                                                                                  • Figure 79: Hours spent watching/listening to/reading media by consumers, March 2014
                                                                                                  • Figure 80: Hours spent listening to music by consumers, by demographics, March 2014
                                                                                                  • Figure 81: Other hours spent listening to music by consumers, by demographics, March 2014
                                                                                                  • Figure 82: Hours spent watching TV, film and DVD/Blu-ray by consumers, by demographics, March 2014
                                                                                                  • Figure 83: Other hours spent watching TV, film and DVD/Blu-ray, by demographics, March 2014
                                                                                                  • Figure 84: Hours spent reading newspapers and magazines by consumers, by demographics, March 2014
                                                                                                  • Figure 85: Other hours spent reading newspapers and magazines by consumers, by demographics, March 2014
                                                                                                  • Figure 86: Hours spent reading books/e-books by consumers, by demographics, March 2014
                                                                                                  • Figure 87: Other hours spent reading books by consumers, by demographics, March 2014
                                                                                              • Appendix – The Consumer – Interactions with Media

                                                                                                  • Figure 88: Consumers' media interactions, March 2014
                                                                                                  • Figure 89: Consumers' purchase of music and video, by consumers’ interactions with all, March 2014
                                                                                                  • Figure 90: Consumers' purchase of music and video, by consumers’ interactions with music, March 2014
                                                                                                  • Figure 91: Consumers' purchase of music and video, by consumers’ interactions with TV, film and DVD/Blu-ray, March 2014
                                                                                                  • Figure 92: Consumers' purchase of music and video, by consumers’ interactions with newspapers and magazines, March 2014
                                                                                                  • Figure 93: Consumers' purchase of music and video, by consumers’ interactions with books/e-books, March 2014
                                                                                                  • Figure 94: Consumers' purchase of newspapers, magazines and books, by consumers’ interactions with all, March 2014
                                                                                                  • Figure 95: Consumers' purchase of newspapers, magazines and books, by consumers’ interactions with music, March 2014
                                                                                                  • Figure 96: Consumers' purchase of newspapers, magazines and books, by consumers’ interactions with TV, film and DVD/Blu-ray, March 2014
                                                                                                  • Figure 97: Consumers' purchase of newspapers, magazines and books, by consumers’ interactions with newspapers and magazines, March 2014
                                                                                                  • Figure 98: Consumers' purchase of newspapers, magazines and books, by consumers’ interactions with books/e-books, March 2014
                                                                                                  • Figure 99: Consumers' media interactions, by demographics, March 2014
                                                                                                  • Figure 100: Consumers' media interactions with music, by demographics, March 2014
                                                                                                  • Figure 101: Consumers' media interactions with TV, film and DVD/Blu-ray, by demographics, March 2014
                                                                                                  • Figure 102: Consumers' media interactions with newspapers and magazines, by demographics, March 2014
                                                                                                  • Figure 103: Consumers' media interactions with books/e-books, by demographics, March 2014
                                                                                              • Appendix – The Consumer – Discovery of New Media

                                                                                                  • Figure 104: Media discovery methods, March 2014
                                                                                                  • Figure 105: Media discovery methods, by demographics, March 2014
                                                                                                  • Figure 106: Media discovery methods, by demographics, March 2014 (continued)
                                                                                                  • Figure 107: Music discovery methods, by demographics, March 2014
                                                                                                  • Figure 108: Music discovery methods, by demographics, March 2014 (continued)
                                                                                                  • Figure 109: TV, film and DVD/Blu-ray discovery methods, by demographics, March 2014
                                                                                                  • Figure 110: TV, film and DVD/Blu-ray discovery methods, by demographics, March 2014 (continued)
                                                                                                  • Figure 111: Newspaper and magazine discovery methods, by demographics, March 2014
                                                                                                  • Figure 112: Newspaper and magazine discovery methods, by demographics, March 2014 (continued)
                                                                                                  • Figure 113: Books and e-books discovery methods, by demographics, March 2014
                                                                                                  • Figure 114: Books and e-books discovery methods, by demographics, March 2014 (continued)

                                                                                              Companies Covered

                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                              • J. Sainsbury

                                                                                              Media Consumption Habits - UK - June 2014

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