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BizReport : Trends & Ideas archives : August 26, 2016

Time watching TV remains the same, but different

Despite new technologies and devices, the predicted death of television has not materialized and, says a new study from Clusters, people are watching just as much television as they always have done.

by Helen Leggatt

While the average person spends around three and a half hours watching television each day, they also spend another two hours watching content on mobile devices and computers. According to Chris Cowan, managing director at Clusters, people are watching the same amount of television as always, but in different ways and at different times. Furthermore, 25% say that television today is better than it was 5 years ago.

Cluster's study of 1,000 people in the UK came up with six different types of television viewer. Device Hoppers consist of the urban young - they hop between multiple devices and watch television while on the move. Knowledge Hunters, on the other hand, watch TV to keep informed, are conventional and socially active. For Fans of the Familiar, television plays a key role in their daily routine, they are settled in life and never miss an episode. TV Escapists, meanwhile, watch TV as a way of escape and are loyal to the TV set. Indifferent Onlookers are heavy viewers of TV, using it to pass the time, and usually watch alone. Finally, Family Entertainers use TV as a way of spending time together and are mostly made up of housewives with young kids.

The study also found that the way people refer to their favorite viewing has changed. Instead of referring to genres - such as 'reality TV' or 'crime documentaries' - people are increasingly referring to the "brand and ethos behind the channels themselves" - such as citing All4.

"This is an incredibly powerful point for channels and brands, and suggests that the role of brands is important to signpost and recommend content as the wealth of choice increases," says Clusters in a blog post.

Tags: mobile, television trends, UK

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