News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Brits not tuning out from traditional TV sets
Research in the U.S. suggests that mobile devices will replace the traditional television set by 2022. However, this scenario seems less likely in the U.K. where the vast majority of the population still prefers the television set over their tablet or laptop.
Recent research from Irdeto, presented at CES 2014, found that more than half of U.S. consumers believe the television could be ousted by mobile devices within the next decade. Their survey of 1,000 U.S. adults aged 18 and over, conducted in late December, 2013, found that more than half (53%) expect smartphones and tablets to replace the television set by 2022 and 31% think it might happen a lot soon - within one to five years.
According to Richard Frankland, Irdeto VP of Sales, Americas, "we have reached a point where not only are devices as important to consumers as televisions, but a generational clash is also occurring between the demand for live programming and over the top services"
However, television viewing figures in the UK covering the whole of 2013, compiled by the marketing body for commercial television in the UK - Thinkbox - found that the traditional television set remains the main device on which Brits watch programming, accounting for 98.5% of total viewing.
The remaining 1.5% is accounted for by tablets and laptops and is only up slightly from 2012 when it was 1.2%.
"New screens are making TV even more convenient for viewers and creating new opportunities for advertisers," says Lindsey Clay, Thinkbox's Chief Executive. "But, the more we learn, the clearer it becomes that the TV set will remain our favorite way to watch TV - especially as on-demand services become more available on the best screen."
Image via Shutterstock
- Report: Over half of Millennials have or will use Bots
- Report: Finances key to engaging Boomers
- Top 3 tips to strengthen travel-based ad strategy
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...