The IPA have produced Touchpoints 3 their media research tool for understanding media consumption patterns. As ever it throws up some interesting information about how the average person in the UK is living. Like a lot of this type of information it also shows us that whilst habits are changing they aren’t changing as quickly as we might have first thought. For example watching television remains the single biggest media with 98% of us watching an average of 3.9 hours a day compared to the internet with a reach of 75% and an average of 1.8 hours a day. Now compare this to 2008, the last time this data was compiled and you’ll find that the time we spend viewing hasn’t changed much, but the time we spend online has gone up by 38%, from 1.3 hours two years ago. Which begs the question are we actually consuming more media now than before?
When you drill down into the data you find, as you might expect, some big differences in media consumption for different age groups. For 15 – 24 years group TV only accounts for 2.6 hours a day with the internet accounting for 2.3 hours. Another interesting development is 34% of 15 – 24s use their mobile phones to access the internet, something that is immediately apparent if you have any teenage friends on Facebook!
Notably 59% of adults read a newspaper, and 35% use Facebook. Factor in that there over 1,500 newspapers in the UK but only one Facebook and you can see why so many in our industry are excited by it.
So overall we can see that the changes many of us talk about are taking place, the internet in particular is having a greater bearing on our time, however; so far it hasn’t had a hugely detrimental effect on established broadcast media. What is clear is that younger people are consuming media differently from their parents. That’s always been the case of course, what none of us know is will they maintain these patterns as they get older.
Fortunately for us most of our clients need to know what is happening today and in the immediate future rather than ten years down the line and it is reassuring that little of this very interesting research has come as a huge surprise.
If you are interested in learning more about any of this please feel free to contact us.