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Media Consumption - UK - July 2012

When discussing content consumption, almost of more interest than the number of books, CDs
or newspaper subscriptions being purchased is the level of activity seen by digital or traditional methods of content distribution. As the internet becomes ever more present in consumer homes and daily activities, digital content delivery is starting to dominate planning strategies for 2012 and beyond. For some markets, like music, this is an old conversation, and well-established distribution models are now being tweaked to maximise both reach and customer retention. For other markets, like newspapers, and magazines, the danger is less defined and may require a fundamental change in the nature of the product itself.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Newspapers, magazines and books
                • Radio
                  • Music
                    • Film
                      • Televisions
                        • The consumer
                          • Figure 1: Media content paid for by consumers, April 2012
                          • Figure 2: How consumers prefer to pay for content, April 2012
                          • Figure 3: Factors that encourage payment for online content, April 2012
                          • Figure 4: Ways that consumers engage with content after viewing, April 2012
                          • Figure 5: Second-screen activities, April 2012
                          • Figure 6: Attitudes towards media content, April 2012
                          • Figure 7: Ways that consumers interact with media content, April 2012
                        • What we think
                        • Issues in the Market

                            • Does the conflict between digital and physical music and video really exist?
                              • How will newspapers survive in an increasingly digital ecosystem?
                                • How much will second-screen activities increase over 2012 and 2013?
                                  • How can consumers be persuaded to engage more with online purchasing?
                                  • Future Opportunities

                                      • Trend: Slow it All Down
                                        • Trend: Locavore
                                          • 2015 Trend: Access Anywhere
                                          • Market Overview: Newspapers, Magazines and Books

                                            • Key points
                                              • Newspaper sales consistently fall
                                                • Figure 8: Average daily (Mon-Sat) net circulation of popular, mid-market and quality papers, 2004-11
                                              • Mid-markets dominate top positions
                                                • Figure 9: Top ten daily (Mon-Sat) newspapers average net circulation, 2011
                                              • Online newspapers explode in popularity
                                                • Figure 10: Daily average usage for leading online newspaper websites, 2007-11 (annual average)
                                              • Magazines follow the same pattern as newspapers
                                                • Figure 11: Top 100 consumer magazines, total average net circulation, 2004-11
                                                • Figure 12: Top ten consumer magazines, by annual average net circulation, 2011
                                                • Figure 13: Monthly unique magazine website visitors, May 2009-April 2012
                                              • Book sales drop year on year
                                                • Figure 14: Book sales, 2010 and 2011
                                              • Digital book sales rising
                                                • Figure 15: Physical and digital book sales, 2009-11
                                            • Market Overview: Music and Radio

                                              • Key points
                                                • Radio use shows marginal increase
                                                  • Figure 16: Radio listening, 2007-11
                                                • BBC makes up over 50% of all radio broadcasting
                                                  • Figure 17: Top ten radio stations, by weekly reach, 2011
                                                  • Figure 18: Average weekly listing hours, by radio content aimed at age demographics, January-April 2012
                                                • Older consumers more likely to listen to radio
                                                  • Figure 19: Average weekly listening hours, by age, Q1 2011
                                                • Growth of digital radio
                                                  • Figure 20: Percentage of consumers who have listened to digital radio in the last 12 months, 2007-11
                                                  • Figure 21: How consumers listen to digital radio (including DAB) most often in the last 12 months, 2007-11
                                                • Market for portable media players in decline
                                                  • Figure 22: Value of the portable media player market, 2006-11
                                                  • Figure 23: Features owned in MP3/MP4 digital music/digital video players (excluding mobile phones), 2009-11
                                                • Physical music purchases tailing off
                                                  • Figure 24: How consumers purchased music in the last 12 months, 2009-11
                                                  • Figure 25: Value of downloaded music sales, 2006-16
                                                  • Figure 26: Value of physical music sales, 2006-16
                                              • Market Overview: TV and Film

                                                • Key points
                                                  • Digital television formats show the most growth
                                                    • Figure 27: TV platform take-up in millions of households, 2004-10
                                                    • Figure 28: Types of television received by UK households, by age, Q1 2011
                                                    • Figure 29: Usage of Sky and other television interactive services once a month or less, 2008-11
                                                  • DVD purchases slowly tail off
                                                    • Figure 30: Buying DVDs in the last 12 months, 2007-11
                                                    • Figure 31: Buying Blu-ray discs in the last 12 months, 2009-11
                                                  • Transactional video-on-demand about to take off?
                                                    • Figure 32: Number of film/TV programme downloads bought in the last 12 months, 2011
                                                  • Catch-up services continue to grow in popularity
                                                    • Figure 33: Total annual long-form (>10 minute) on-demand views for BBC iPlayer (excluding radio), ITV Player and 4oD, 2009-12
                                                • Broader Market Environment

                                                  • Key points
                                                    • Broadband penetration increases
                                                      • Figure 34: Broadband penetration, by gender, age and socio-economic group, 2004-11
                                                    • The UK population is ageing
                                                      • Figure 35: Trends in the age structure of the UK population, 2007-17
                                                    • Consumer confidence remains low
                                                      • Figure 36: GfK NOP Consumer Confidence Index, January 2008-May 2012
                                                  • Media Advertising

                                                    • Key points
                                                      • Only Sky breaks into the top ten
                                                        • Figure 37: Top ten overall UK advertisers, by adspend, 2007-11
                                                        • Figure 38: Top ten advertisers of books, by adspend, 2007-11
                                                        • Figure 39: Top ten brands in CD and MP3 publishing, by adspend, 2007-11
                                                    • Companies and Products

                                                        • British Broadcasting Company
                                                            • Figure 40: Financial performance of BBC, financial years 2009/10 and 2010/11
                                                          • British Sky Broadcasting
                                                              • Figure 41: Financial performance of BSkyB, financial years 2009/10 and 2010/11
                                                            • The Daily Telegraph
                                                                • Figure 42: Financial performance of Telegraph Media Group, financial years 2010 and 2011
                                                              • Daily Mail
                                                                  • Figure 43: Financial performance of Associated Newspapers*, financial years 2009/10 and 2010/11
                                                                • The Sun
                                                                    • Figure 44: Financial performance of News Group Newspapers Limited*, financial years 2009/10 and 2010/11
                                                                  • Hachette UK
                                                                      • Figure 45: Financial performance of Hachette UK, financial years 2009 and 2010
                                                                    • Random House
                                                                        • Figure 46: Financial performance of the Random House Group, financial years 2009 and 2010
                                                                      • Heart
                                                                          • Figure 47: Financial performance of Global Radio UK, financial years 2009/10 and 2010/11
                                                                        • BBC Radio
                                                                          • Universal Music
                                                                              • Figure 48: Financial performance of Universal Music Group, financial years 2010 and 2011
                                                                            • Sony Music Entertainment
                                                                                • Figure 49: Financial performance of Sony Music Entertainment UK, financial years 2009/10 and 2010/11
                                                                            • What Media Content Do Consumers Pay For?

                                                                              • Key points
                                                                                • Subscription TV makes traditional content the most engaged with
                                                                                  • Figure 50: Media content paid for by consumers, April 2012
                                                                                • Digital music more popular than video
                                                                                  • Subscriptions less popular than single-copy purchases
                                                                                    • A third of traditional content purchasers also buy digital content
                                                                                        • Figure 51: Media content with at least a 10-percentage point bias towards being purchased by either digital content consumers or traditional content consumers, April 2012
                                                                                      • VoD content producers may wish to target laptop users
                                                                                      • How Do Consumers Prefer To Pay For Content?

                                                                                        • Key points
                                                                                          • Digital news sources much harder to monetise
                                                                                            • Figure 52: How consumers prefer to pay for content, April 2012
                                                                                          • TV and film both more likely to be purchased per item
                                                                                            • Greater age disparity amongst video watchers
                                                                                              • Figure 53: How consumers would prefer to pay for digital news or magazine content and digital video content, by age, April 2012
                                                                                            • Younger consumers more likely to pay for news or magazine content
                                                                                            • What Will Make Consumers Pay For Online Content?

                                                                                              • Key points
                                                                                                • Archive material most likely to make consumers pay
                                                                                                  • Figure 54: Factors that encourage payment for online content, April 2012
                                                                                                • Men more interested overall, older consumers seek security
                                                                                                  • Figure 55: Five factors most likely to make consumers pay for content, by age, April 2012
                                                                                                • Strong response from the wealthy
                                                                                                  • Portable media player owners particularly engaged
                                                                                                    • Consumers may be tempted to payment with increased security
                                                                                                      • Extra content across platforms key to promoting news or magazines subscriptions
                                                                                                      • Interaction With Content After Viewing, Listening To or Reading It

                                                                                                        • Key points
                                                                                                          • News stories most likely to be discussed with other people
                                                                                                            • Figure 56: Ways that consumers engage with content after viewing, listening to or reading it, April 2012
                                                                                                          • Face-to-face discussion still the favoured mechanic
                                                                                                            • Wealthier consumers more likely to look up content online
                                                                                                            • Second-screen Activity

                                                                                                              • Key points
                                                                                                                • A third of consumers use their smartphone for second-screen activities
                                                                                                                  • Figure 57: Second-screen activities, April 2012
                                                                                                                  • Figure 58: Ownership of home computing technology, by usage of home computing technology as a second screen, April 2012
                                                                                                                • Almost nine in ten consumers use some sort of second screen
                                                                                                                  • Social networking particularly popular on smartphones
                                                                                                                    • Desktops lack clear age usage trends
                                                                                                                      • Other content and social crossover is high
                                                                                                                        • Figure 59: Access of social network sites on laptops and smartphones, by use of laptops, tablets or smartphones to watch other second-screen content simultaneously, April 2012
                                                                                                                    • Consumer Attitudes towards Media

                                                                                                                      • Key points
                                                                                                                        • TV schedules provide a comfortable routine
                                                                                                                          • Figure 60: Attitudes towards media content, April 2012
                                                                                                                        • Appeal of newspaper downtime transcends demographic divides
                                                                                                                          • Easier acquisition may prompt greater digital newspaper or magazine engagement
                                                                                                                            • Younger consumers happy to provide personal information for free content
                                                                                                                              • Overall size of the video-on-demand market may be underestimated
                                                                                                                                • Desire for a physical item equal for old and young
                                                                                                                                  • Figure 61: Consumers who like having a permanent physical copy of their purchase (eg DVD, magazine), by age, April 2012
                                                                                                                              • How Are Consumers Engaging With Media Content?

                                                                                                                                • Key points
                                                                                                                                  • Custom television scheduling does not extend to mobile devices
                                                                                                                                    • Figure 62: Ways that consumers interact with media content, April 2012
                                                                                                                                  • Younger consumers use new technology to dictate their own viewing schedule
                                                                                                                                    • Older consumers more intent on skipping adverts
                                                                                                                                      • TV ennui high across the board
                                                                                                                                        • Lack of pre-installed video suggests opportunity for discovery platforms
                                                                                                                                          • Figure 63: Agreement with the statement ‘I’ll often watch a few minutes of a TV show/film on my mobile device if I’ve got a bit of spare time’, by ways that consumers interact with media, April 2012
                                                                                                                                      • Appendix – What Media Do Consumers Pay For

                                                                                                                                          • Figure 64: What media content consumers pay for, April 2012
                                                                                                                                          • Figure 65: Media that consumers pay for, by most popular media content consumers pay for, April 2012
                                                                                                                                          • Figure 66: Media that consumers pay for, by next most popular media content consumers pay for, April 2012
                                                                                                                                          • Figure 67: Media that consumers pay for, by least popular media content consumers pay for, April 2012
                                                                                                                                          • Figure 68: Most popular media that consumers pay for, by demographics, April 2012
                                                                                                                                          • Figure 69: Next most popular media that consumers pay for, by demographics, April 2012
                                                                                                                                          • Figure 70: least popular media that consumers pay for, by demographics, April 2012
                                                                                                                                      • Appendix – How Do Consumers Prefer To Pay For Content

                                                                                                                                          • Figure 71: How consumers would like to pay for media, April 2012
                                                                                                                                          • Figure 72: Media that consumers pay for, by how consumers would like to pay for news or magazines, April 2012
                                                                                                                                          • Figure 73: Media that consumers pay for, by how consumers would like to pay for TV and film, April 2012
                                                                                                                                          • Figure 74: Media that consumers pay for, by how consumers would like to pay for online news stories/updates, April 2012
                                                                                                                                          • Figure 75: Media that consumers pay for, by how consumers would like to pay for online magazine-style articles, April 2012
                                                                                                                                          • Figure 76: Media that consumers pay for, by how consumers would like to pay for TV shows on demand, April 2012
                                                                                                                                          • Figure 77: Media that consumers pay for, by how consumers would like to pay for films on demand, April 2012
                                                                                                                                          • Figure 78: Media that consumers pay for, by how consumers would like to pay for digital music, April 2012
                                                                                                                                          • Figure 79: How consumers would like to pay for news or magazines, by demographics, April 2012
                                                                                                                                          • Figure 80: How consumers would like to pay for TV and film, by demographics, April 2012
                                                                                                                                          • Figure 81: How consumers would like to pay for online news stories/updates, by demographics, April 2012
                                                                                                                                          • Figure 82: How consumers would like to pay for online magazine-style articles, by demographics, April 2012
                                                                                                                                          • Figure 83: How consumers would like to pay for TV shows on demand, by demographics, April 2012
                                                                                                                                          • Figure 84: How consumers would like to pay for films on demand, by demographics, April 2012
                                                                                                                                          • Figure 85: How consumers would like to pay for digital music, by demographics, April 2012
                                                                                                                                      • Appendix – What Will Make Consumers Pay For Online Content

                                                                                                                                          • Figure 86: Factors that encourage payment for online content, April 2012
                                                                                                                                          • Figure 87: Factors that encourage payment for online content, by how consumers would like to pay for news or magazines, April 2012
                                                                                                                                          • Figure 88: Factors that encourage payment for online content, by how consumers would like to pay for TV and film, April 2012
                                                                                                                                          • Figure 89: Factors that encourage payment for online content, by how consumers would like to pay for online news stories/updates, April 2012
                                                                                                                                          • Figure 90: Factors that encourage payment for online content, by how consumers would like to pay for online magazine-style articles, April 2012
                                                                                                                                          • Figure 91: Factors that encourage payment for online content, by how consumers would like to pay for TV shows on demand, April 2012
                                                                                                                                          • Figure 92: Factors that encourage payment for online content, by how consumers would like to pay for films on demand, April 2012
                                                                                                                                          • Figure 93: Factors that encourage payment for online content, by how consumers would like to pay for digital music, April 2012
                                                                                                                                          • Figure 94: How consumers would like to pay for media, by factors that encourage payment for access on any device, April 2012
                                                                                                                                          • Figure 95: How consumers would like to pay for media, by factors that encourage payment for access to archive material not available elsewhere, April 2012
                                                                                                                                          • Figure 96: How consumers would like to pay for media, by factors that encourage payment for early/exclusive access to new content, April 2012
                                                                                                                                          • Figure 97: How consumers would like to pay for media, by factors that encourage payment for extra/supplementary content, April 2012
                                                                                                                                          • Figure 98: How consumers would like to pay for media, by factors that encourage payment for bundled hard-copy and online content, April 2012
                                                                                                                                          • Figure 99: How consumers would like to pay for media, by factors that encourage payment for more confidence in the security of online payments in general, April 2012
                                                                                                                                          • Figure 100: How consumers would like to pay for media, by factors that encourage payment for specifically more confidence in the security of mobile payments, April 2012
                                                                                                                                          • Figure 101: How consumers would like to pay for media, by factors that encourage payment for more convenient payment options, April 2012
                                                                                                                                          • Figure 102: How consumers would like to pay for media, by factors that encourage payment for specifically more convenient mobile payment options, April 2012
                                                                                                                                          • Figure 103: How consumers would like to pay for media, by factors that encourage payment for access to exclusive special offers/deals/giveaways as part of the subscription, April 2012
                                                                                                                                          • Figure 104: Factors that encourage payment for access on any device, by demographics, April 2012
                                                                                                                                          • Figure 105: Factors that encourage payment for access to archive material not available elsewhere, by demographics, April 2012
                                                                                                                                          • Figure 106: Factors that encourage payment for early/exclusive access to new content, by demographics, April 2012
                                                                                                                                          • Figure 107: Factors that encourage payment for extra/supplementary content, by demographics, April 2012
                                                                                                                                          • Figure 108: Factors that encourage payment for bundled hard-copy and online content, by demographics, April 2012
                                                                                                                                          • Figure 109: Factors that encourage payment for more confidence in the security of online payments in general, by demographics, April 2012
                                                                                                                                          • Figure 110: Factors that encourage payment for specifically more confidence in the security of mobile payments, by demographics, April 2012
                                                                                                                                          • Figure 111: Factors that encourage payment for more convenient payment options, by demographics, April 2012
                                                                                                                                          • Figure 112: Factors that encourage payment for specifically more convenient mobile payment options, by demographics, April 2012
                                                                                                                                          • Figure 113: Factors that encourage payment for access to exclusive special offers/deals/giveaways as part of the subscription, by demographics, April 2012
                                                                                                                                      • Appendix – Post Viewership Engagement

                                                                                                                                          • Figure 114: Ways that consumers engage with content after viewing, April 2012
                                                                                                                                          • Figure 115: Ways that consumers engage with content after viewing news stories, by demographics, April 2012
                                                                                                                                          • Figure 116: Ways that consumers engage with content after viewing magazine/magazine-style articles, by demographics, April 2012
                                                                                                                                          • Figure 117: Ways that consumers engage with content after viewing TV comedy series, by demographics, April 2012
                                                                                                                                          • Figure 118: Ways that consumers engage with content after viewing TV drama series, by demographics, April 2012
                                                                                                                                          • Figure 119: Ways that consumers engage with content after viewing reality TV, by demographics, April 2012
                                                                                                                                          • Figure 120: Ways that consumers engage with content after viewing quiz/game shows, by demographics, April 2012
                                                                                                                                          • Figure 121: Ways that consumers engage with content after viewing films, by demographics, April 2012
                                                                                                                                          • Figure 122: Ways that consumers engage with content after viewing live sport on TV, by demographics, April 2012
                                                                                                                                          • Figure 123: Ways that consumers engage with content after viewing documentaries, by demographics, April 2012
                                                                                                                                          • Figure 124: Ways that consumers engage with content after hearing music on the radio, by demographics, April 2012
                                                                                                                                          • Figure 125: Ways that consumers engage with content after listening to talk/discussion-based radio programmes, by demographics, April 2012
                                                                                                                                      • Appendix – Second Screening

                                                                                                                                          • Figure 126: Second-screen activities, April 2012
                                                                                                                                          • Figure 127: Second-screen activities, by all second-screen activities on a desktop, April 2012
                                                                                                                                          • Figure 128: Second-screen activities, by used social networking sites, April 2012
                                                                                                                                          • Figure 129: Second-screen activities, by look up information related to the show, April 2012
                                                                                                                                          • Figure 130: Second-screen activities, by generally browsed the internet, April 2012
                                                                                                                                          • Figure 131: Second-screen activities, by watched other content simultaneously, April 2012
                                                                                                                                          • Figure 132: Second-screen activities, by gambled online*, April 2012
                                                                                                                                          • Figure 133: Second-screen activities, by shopped online, April 2012
                                                                                                                                          • Figure 134: Second-screen activities, by played games, April 2012
                                                                                                                                          • Figure 135: Second-screen activities, by factors that encourage payment for access on any device, April 2012
                                                                                                                                          • Figure 136: Second-screen activities, by access to archive material not available elsewhere as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 137: Second-screen activities, by payment for early/exclusive access to new content as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 138: Second-screen activities, by extra/supplementary content as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 139: Second-screen activities, by payment for bundled hard-copy and online content as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 140: Second-screen activities, by more confidence in the security of online payments in general as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 141: Second-screen activities, by specifically more confidence in the security of mobile payments as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 142: Second-screen activities, by more convenient payment options as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 143: Second-screen activities, by specifically more convenient mobile payment options as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 144: Second-screen activities, by access to exclusive special offers/deals/giveaways as part of the subscription as a factor that would encourage paying for online content, April 2012
                                                                                                                                          • Figure 145: Any second-screen activities, by demographics, April 2012
                                                                                                                                          • Figure 146: Used social networking sites, by demographics, April 2012
                                                                                                                                          • Figure 147: Look up information related to the show, by demographics, April 2012
                                                                                                                                          • Figure 148: Generally browsed the internet, by demographics, April 2012
                                                                                                                                          • Figure 149: Watched other content simultaneously, by demographics, April 2012
                                                                                                                                          • Figure 150: Gambled online**, by demographics, April 2012
                                                                                                                                          • Figure 151: Shopped online, by demographics, April 2012
                                                                                                                                          • Figure 152: Played games, by demographics, April 2012
                                                                                                                                      • Appendix – Attitudes Towards Media

                                                                                                                                          • Figure 153: Attitudes towards media, April 2012
                                                                                                                                          • Figure 154: Attitudes towards media, by most popular attitudes towards media, April 2012
                                                                                                                                          • Figure 155: Attitudes towards media, by next most popular attitudes towards media, April 2012
                                                                                                                                          • Figure 156: Attitudes towards media, by least popular attitudes towards media, April 2012
                                                                                                                                          • Figure 157: Ways consumers interact with media, April 2012
                                                                                                                                          • Figure 158: Ways consumers interact with media, by most popular ways consumers interact with media, April 2012
                                                                                                                                          • Figure 159: Ways consumers interact with media, by next most popular ways consumers interact with media, April 2012
                                                                                                                                          • Figure 160: Ways consumers interact with media, by least most popular ways consumers interact with media, April 2012
                                                                                                                                          • Figure 161: Most popular attitudes towards media, by demographics, April 2012
                                                                                                                                          • Figure 162: Next most popular attitudes towards media, by demographics, April 2012
                                                                                                                                          • Figure 163: Most popular ways consumers interact with media, by demographics, April 2012
                                                                                                                                          • Figure 164: Next most popular ways consumers interact with media, by demographics, April 2012

                                                                                                                                      Companies Covered

                                                                                                                                      • Audit Bureau of Circulations
                                                                                                                                      • BBC Worldwide Ltd
                                                                                                                                      • British Broadcasting Corporation (BBC)
                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                      • Daily Mail
                                                                                                                                      • ESPN, Inc.
                                                                                                                                      • Octopus Publishing Group
                                                                                                                                      • Random House, Inc.
                                                                                                                                      • Sony BMG Music Entertainment
                                                                                                                                      • Sony Corporation of America
                                                                                                                                      • Spotify AB
                                                                                                                                      • Telegraph Group Limited
                                                                                                                                      • Tesco Plc
                                                                                                                                      • The Sunday Times
                                                                                                                                      • Universal Music Group
                                                                                                                                      • Virgin Media Ltd
                                                                                                                                      • Waterstones Booksellers
                                                                                                                                      • YouTube, Inc.

                                                                                                                                      Media Consumption - UK - July 2012

                                                                                                                                      US $2,583.33 (Excl.Tax)