It seems that smartphones and tablets have a long way to go before they impact TV viewing habits in the UK, with the average Briton watching less than three minutes a day on mobile devices.
The average UK viewer watched three hours and 55 minutes of TV per day last year, according to industry figures, with the majority – 98.5% – on traditional TV sets.
Mobile devices such as smartphones, tablets and laptops accounted for an average of just three minutes 30 seconds a day – 1.5% of the total – which amounts to just over three half-hour TV shows a month. This is up 30 seconds a day on average compared with 2012.
“New screens are making TV even more convenient for viewers and creating new opportunities for advertisers,” said Lindsey Clay, Chief Executive of TV marketing body Thinkbox.
“But, the more we learn, the clearer it becomes that the TV set will remain our favourite way to watch TV ‘ especially as on-demand services become more available on… [them]”
The report said that most of the viewing on mobile devices and laptops was of on-demand and catch-up programming ‘ on services such as the BBC iPlayer, ITV Player, Sky Go and 4OD ‘ with only some live TV.
Thinkbox believes the rise of internet-connected TV sets could limit growth in viewing on mobile devices as more households are able to access on-demand services via their main television set.
The share of viewing accounted for by commercial broadcasters such as ITV, Sky and Channel 4 ‘ as opposed to the BBC ‘ rose from 66% to 68%.
This meant the number of TV adverts seen by viewers rose 1.6% year on year, an average of 47 a day, with the UK collectively watching 2.8bn adverts a day.
Source: The Guardian
