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Television Viewing Habits - UK - October 2011

“Innovations in technology and digital media are changing the way we consume television. We may soon be saying goodbye to the traditional TV guide, made up of a scrolling timeline, and instead welcoming a personalised guide populated with our favourites and recommendations, so that we can watch the shows that interest us, at the times that suit us best.”

– Cecilia Liao, Senior Technology Analyst


This report answers the following questions , among others:

Will internet be the death of live television?

Have consumers defected from pay-television because of the economic climate?How do consumers perceive product placements in television programmes and how can advertisers make them more memorable?How should advertisers approach the multi-screen viewing experience?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: TV services available in the home, September 2011
              • Figure 2: Number of TV services available in the home, September 2011
            • Market factors
              • Figure 3: Agreement to statement "Watching television is my main pastime", 2006-11
            • Companies, brands and innovation
              • The consumer
                • Figure 4: Concurrent activities to watching television shows, September 2011
                • Figure 5: Attitudes towards watching television, September 2011
              • What we think
              • Issues in the Market

                  • Will internet be the death of live television?
                    • Have consumers defected from pay-television because of the economic climate?
                      • How do consumers perceive product placements in television programmes and how can advertisers make them more memorable?
                        • How should advertisers approach the multi-screen viewing experience?
                        • Future Opportunities

                            • Trend: Snack Society
                              • Trend: FSTR and HYPR
                              • Internal Market Environment

                                • Key points
                                  • Consumers watching more television
                                    • Figure 6: Agreement to statement "Watching television is my main pastime", 2006-11
                                    • Figure 7: Average daily hours of viewing, 2001-10
                                    • Figure 8: Trends in consumer sentiment for the coming year, Jul 2009-July 2011
                                  • Television ownership
                                    • Figure 9: Trends in the number of TVs in the household, 2006-10
                                  • Using other devices to watch TV
                                    • Figure 10: Static video games consoles have at home, July 2009-July 2011
                                  • Growth of broadband penetration slowing
                                    • Figure 11: Broadband penetration, 2006-11
                                  • Older consumers still playing catch-up with broadband
                                    • Figure 12: Broadband penetration, by gender and age, 2011
                                • Broader Market Environment

                                  • Key points
                                    • Fragile economic recovery
                                      • Figure 13: GDP quarterly percentage change, Q1 2004-Q2 2011
                                    • Interest rates to remain low despite inflation
                                      • Figure 14: UK Inter-bank, three-month rate+ and selected UK bank rates*, January 2001-July 2011
                                    • Low consumer confidence to continue
                                      • Figure 15: GFK NOP Consumer Confidence Index, January 1988-July 2011
                                    • Age trend to benefit television viewing
                                      • Figure 16: Trends in the age structure of the UK population, 2006-16
                                    • More aspirational consumers
                                      • Figure 17: Forecast adult population trends, by socio-economic group, 2006-16
                                  • Who’s Innovating?

                                    • Key points
                                      • Multi-screen viewing
                                        • Internet connectivity and interactivity
                                          • Multi-devices, multi-platforms
                                            • Figure 18: Comparison of video-on-demand services from BBC, ITV, Channel 4, Channel 5 and Sky, October 2011
                                          • The search for new revenue models
                                            • Goodbye to channel numbers?
                                              • Local TV services for local people
                                              • Video-on-demand Services

                                                  • BBC (iPlayer)
                                                    • Channel 4 (4oD)
                                                      • Channel 5 (Demand 5)
                                                        • Content
                                                          • ITV (ITV Player)
                                                            • Sky (Sky Go)
                                                              • Virgin Media (Virgin Media Player/TV Choice)
                                                              • Spending on Television Adverts

                                                                • Key points
                                                                  • Expenditure on TV adverts rebounding
                                                                    • Figure 19: Advertising expenditure on television, Q1 2007-Q2 20011
                                                                  • TV is most popular media type for advertisers
                                                                    • Figure 20: Monitored ad spending, by media type, 2010
                                                                • When Do We Watch TV?

                                                                  • Key points
                                                                    • Figure 21: Time of television watching, 2011
                                                                  • Variation by age
                                                                    • Figure 22: Time of television watching, by age, 2011
                                                                  • Variation by socio-economic group
                                                                    • Figure 23: Time of television watching, by socio-economic group, 2011
                                                                  • Variation by region
                                                                    • Figure 24: Time of television watching, by region, 2011
                                                                • TV Services in the Home

                                                                  • Key points
                                                                    • What TV services do consumers have at home?
                                                                      • Figure 25: TV services available in the home, September 2011
                                                                    • Primary TV service used in the home
                                                                      • Figure 26: Number of TV services available in the home, September 2011
                                                                      • Figure 27: Primary TV service used in the home, September 2011
                                                                    • Who are the Freeview viewers?
                                                                      • Figure 28: Freeview used as the primary television service in the home, by socio-economic group and household size, September 2011
                                                                    • Who has access to Sky TV?
                                                                      • Figure 29: Sky TV service in the home, by age, presence of own children, and household size, September 2011
                                                                      • Figure 30: Sky TV service in the home, by socio-economic group and household income, September 2011
                                                                      • Figure 31: Sky’s customer metrics, 2010-11
                                                                    • Which consumers have Virgin Media TV?
                                                                      • Figure 32: Virgin Media TV service in the home, by household income, September 2011
                                                                      • Figure 33: Virgin Media TV service in the home, by region, September 2011
                                                                    • Who are the streamers and VOD’ers?
                                                                      • Figure 34: Internet/on-demand service in the home, by socio-economic group and household income, September 2011
                                                                    • Who are not digitally connected?
                                                                    • Internet and On-Demand Television Services

                                                                      • Key points
                                                                        • Awareness of VOD services
                                                                          • Figure 35: Awareness of internet/on-demand television services, September 2011
                                                                        • Usage of VOD services
                                                                          • Figure 36: Usage of internet/on-demand television services, September 2011
                                                                        • Public service broadcasters’ VOD services
                                                                          • Figure 37: Internet/on-demand television services from public service broadcasters, used once a week or more, by age, September 2011
                                                                          • Figure 38: Internet/on-demand television services from public service broadcasters used less than once a week, by age, September 2011
                                                                        • Paid VOD services
                                                                          • Other free VOD services
                                                                            • Figure 39: Top five Internet/on-demand television services used by 16-24s every day, September 2011
                                                                            • Figure 40: Average minutes per visitor to YouTube.com, September 2008-September 2011
                                                                          • Households with children more likely to pay for VOD
                                                                            • Figure 41: Usage of internet/on-demand television services, by presence of own children in household, September 2011
                                                                          • A nation of digitally aware viewers
                                                                            • Figure 42: Number of internet/on-demand television services that consumers are aware of, September 2011
                                                                            • Figure 43: Number of internet/on-demand television services used, September 2011
                                                                          • Connection method
                                                                            • Figure 44: Accessing internet/on-demand television services, September 2011
                                                                          • Using computers for streaming television
                                                                            • Figure 45: Accessing internet/on-demand television services via laptop and desktop computers, by gender and age, September 2011
                                                                          • Using mobile phones for streaming television
                                                                          • Concurrent Activities to Watching Television

                                                                            • Key points
                                                                                • Figure 46: Concurrent activities to watching television shows, by September 2011
                                                                              • Eating in front of the telly
                                                                                • Figure 47: Eating meals while watching television shows every day, by region, September 2011
                                                                              • Digital communication while watching TV
                                                                                • Figure 48: Digital communication while watching television shows every day, by gender, September 2011
                                                                                • Figure 49: Digital communication while watching television shows every day, by age, September 2011
                                                                              • Shopping and TV
                                                                                • Figure 50: Shopping online (ever done) while watching television shows, by gender, age, and socio-economic group, September 2011
                                                                              • The multitasking generation
                                                                                • Figure 51: Repertoire of concurrent activities to watching television shows, September 2011
                                                                            • Attitudes towards Television Viewing

                                                                              • Key points
                                                                                  • Figure 52: Attitudes towards watching television, September 2011
                                                                                • Is digital television giving viewers more choice?
                                                                                  • Figure 53: Agreement with the statement ‘I watch the ‘main’ channels (BBC1, 2, ITV, Ch4, Ch5) more than the other channels’, by primary TV service used in the home, September 2011
                                                                                • Live vs. recorded/on-demand TV
                                                                                  • Figure 54: Agreement with the statement ‘I prefer to watch my favourite TV shows when they air, rather than recording it or using catch-up services for later viewing’, by age, September 2011
                                                                                • Impact of on-demand television on viewing habits
                                                                                  • Figure 55: Agreement with the statement ‘I watch more television programmes because of the availability of on-demand and catch up services’, by presence of own children in household, September 2011
                                                                                • Paying for television
                                                                                  • Figure 56: Agreement with the statement ‘I’m happy to pay the license fee in order to maintain the BBC’, by household income and socio-economic group, September 2011
                                                                                  • Figure 57: Agreement with the statements ‘I’m happy to pay the license fee in order to maintain the BBC’ and ‘I prefer ad-supported viewing (whether live or on-demand) as long as I can watch TV programmes for free’, by age, September 2011
                                                                                • One in ten chats about a show online
                                                                                  • Ambivalence towards product placement
                                                                                    • Figure 58: Agreement with the statement ‘I dislike product placements in television shows’, September 2011
                                                                                • Appendix – Internal Market Environment

                                                                                    • Figure 59: Agreement to statement ‘Watching television is my main pastime’, by demographics, 2011
                                                                                    • Figure 60: Broadband penetration, by demographics, 2006-11
                                                                                    • Figure 61: Trends in speed of internet connection, 2008-11
                                                                                • Appendix – Broader Market Environment

                                                                                    • Figure 62: Trends in the age structure of the UK population, 2006-16
                                                                                    • Figure 63: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                • Appendix – When Do We Watch TV?

                                                                                    • Figure 64: Time of television watching, by demographics, 2011
                                                                                    • Figure 65: Time of television watching, by demographics, 2011
                                                                                • Appendix – TV Services in the Home

                                                                                    • Figure 66: TV services available in the home, September 2011
                                                                                    • Figure 67: TV services available in the home, by demographics, September 2011
                                                                                    • Figure 68: Primary TV service used in the home, September 2011
                                                                                    • Figure 69: Primary TV service used in the home, by demographics, September 2011
                                                                                    • Figure 70: Number of TV services available in the home, September 2011
                                                                                    • Figure 71: Number of TV services available in the home, by demographics, September 2011
                                                                                    • Figure 72: Repertoire of TV services available in the home by, number of TV services available in the home, September 2011
                                                                                • Appendix – Internet and On-Demand Television Services

                                                                                    • Figure 73: Awareness and usage of internet/on-demand television services, September 2011
                                                                                    • Figure 74: Awareness and usage of 4oD, by demographics, September 2011
                                                                                    • Figure 75: Awareness and usage of Apple iTunes, by demographics, September 2011
                                                                                    • Figure 76: Awareness and usage of BBC iPlayer, by demographics, September 2011
                                                                                    • Figure 77: Awareness and usage of Blinkbox, by demographics, September 2011
                                                                                    • Figure 78: Awareness and usage of Boxee, by demographics, September 2011
                                                                                    • Figure 79: Awareness and usage of Demand Five, by demographics, September 2011
                                                                                    • Figure 80: Awareness and usage of ITV player, by demographics, September 2011
                                                                                    • Figure 81: Awareness and usage of Lovefilm (digital streaming, not by post), by demographics, September 2011
                                                                                    • Figure 82: Awareness and usage of Slingbox, by demographics, September 2011
                                                                                    • Figure 83: Awareness and usage of TVCatchup, by demographics, September 2011
                                                                                    • Figure 84: Awareness and usage of YouTube (for TV shows), by demographics, September 2011
                                                                                    • Figure 85: Awareness and usage of other internet/on-demand television services, by demographics, September 2011
                                                                                    • Figure 86: Number of internet/on-demand television services aware of, September 2011
                                                                                    • Figure 87: Number of internet/on-demand television services aware of, by demographics, September 2011
                                                                                    • Figure 88: Number of internet/on-demand television services used, September 2011
                                                                                    • Figure 89: Number of internet/on-demand television services used, by demographics, September 2011
                                                                                    • Figure 90: Accessing internet/on-demand television services, September 2011
                                                                                    • Figure 91: Accessing internet/on-demand television services, by demographics, July 2011
                                                                                    • Figure 92: Accessing internet/on-demand television services, by accessing internet/on-demand television services, heard of and used, September 2011
                                                                                    • Figure 93: Repertoire of devices used to access internet/on-demand television services, September 2011
                                                                                    • Figure 94: Repertoire of devices used to access internet/on-demand television services, by demographics, September 2011
                                                                                • Appendix – Concurrent Activities to Watching Television

                                                                                    • Figure 95: Concurrent activities to watching television shows, by September 2011
                                                                                    • Figure 96: Chat via text or instant message to watching television shows, by demographics, September 2011
                                                                                    • Figure 97: Investigate brands seen on TV while watching television shows, by demographics, September 2011
                                                                                    • Figure 98: Shop online while watching television shows, by demographics, September 2011
                                                                                    • Figure 99: Use social networking sites while watching television shows, by demographics, September 2011
                                                                                    • Figure 100: Emails while watching television shows, by demographics, September 2011
                                                                                    • Figure 101: Play games on computer or gaming console while watching television shows, by demographics, September 2011
                                                                                    • Figure 102: Use the computer other than for game or internet while watching television shows, by demographics, September 2011
                                                                                    • Figure 103: Read the post/mail while watching television shows, by demographics, September 2011
                                                                                    • Figure 104: Read books/magazines/newspapers while watching television shows, by demographics, September 2011
                                                                                    • Figure 105: Exercise while watching television shows, by demographics, September 2011
                                                                                    • Figure 106: Eat meals while watching television shows, by demographics, September 2011
                                                                                    • Figure 107: Other activities while watching television shows, by demographics, September 2011
                                                                                    • Figure 108: Repertoire of concurrent activities while watching television shows, September 2011
                                                                                    • Figure 109: Repertoire of concurrent activities while watching television shows, by demographics, September 2011
                                                                                • Appendix – Attitudes towards Television Viewing

                                                                                    • Figure 110: Attitudes towards watching television, September 2011
                                                                                    • Figure 111: Agreement with the statements ‘I prefer ad-supported viewing (whether live or on-demand) as long as I can watch TV programmes for free’ and ‘I like to go online and discuss or comment about a TV show as I am watching it’, by demographics, September 2011
                                                                                    • Figure 112: Agreement with the statements ‘I watch more television programmes because of the availability of on-demand and catch up services’ and ‘I watch recorded or on-demand shows more than TV shows that are broadcast live’, by demographics, September 2011
                                                                                    • Figure 113: Agreement with the statements ‘I’m happy to pay the license fee in order to maintain the BBC’ and ‘I use internet/on-demand services to explore new shows I don’t normally watch’, by demographics, September 2011
                                                                                    • Figure 114: Agreement with the statements ‘I prefer to watch my favourite TV shows when they air rather than recording it or using catch-up services for later viewing’ and ‘I dislike product placements in television shows’, by demographics, September 2011
                                                                                    • Figure 115: Agreement with the statements ‘I watch the “main” channels (BBC1, 2, ITV, Ch4, Ch5) more than the other channels’ and ‘I prefer to watch TV series in one go (eg box sets, on-demand) rather than waiting for new episodes each week’, by demographics, September 2011
                                                                                    • Figure 116: Attitudes towards watching television, by most popular attitudes towards watching television, September 2011
                                                                                    • Figure 117: Attitudes towards watching television, by next most popular attitudes towards watching television, September 2011
                                                                                    • Figure 118: Attitudes towards watching television, by primary TV service used in the home, September 2011
                                                                                    • Figure 119: Attitudes towards watching television, by primary TV service used in the home, September 2011

                                                                                Companies Covered

                                                                                • British Broadcasting Corporation (BBC)
                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                • BT Group plc
                                                                                • Carlton Communications PLC
                                                                                • ESPN, Inc.
                                                                                • ITV plc
                                                                                • Microsoft Corporation
                                                                                • Nintendo UK Entertainment Ltd
                                                                                • Nokia Corporation (UK)
                                                                                • Northern & Shell plc
                                                                                • Research in Motion Uk Ltd.
                                                                                • Samsung Electronics (UK) Ltd
                                                                                • Sony (UK) Ltd
                                                                                • TalkTalk Telecom Ltd.
                                                                                • Telewest Communications plc
                                                                                • Virgin Media Ltd
                                                                                • Virgin Mobile
                                                                                • YouView TV Ltd

                                                                                Television Viewing Habits - UK - October 2011

                                                                                £1,995.00 (Excl.Tax)