Young British Adults Spend More Time Watching Video on Laptops Than TV Sets

Young British Adults Spend More Time Watching Video on Laptops Than TV Sets

LONDON, July 27, 2016 /PRNewswire/ --




- Far from being light viewers, 18-24 year olds are voracious consumers of video
content overall 
- 41 percent of their total viewing is spent using a laptop, whilst viewing on mobile
devices is relatively insignificant 
- Traditional TV content and movies dominate their time spent viewing on a PC/laptop 


TV sets are still the preferred viewing device for video-based content among the UK
adult online population overall, but younger adults show significant deviation from this
trend.  



Findings just released from GfK's international ViewScape study show that, when it
comes to watching video-based content, UK adults spend two-thirds (65 percent) of their
total viewing time watching via TV sets. Only a fifth (20 percent) of total viewing is via
PCs or laptops.



For the UK's young adults (those aged 18 to 24), the picture is quite different and
the majority of their viewing time is spent on PCs or laptops. This accounts for 41
percent of their total video viewing, while viewing on a TV set accounts for just over a
third (35 percent).



Julia Lamaison, director of media research and insights at GfK, comments, "There are
many reasons underlying these findings, including the trend for this younger age group to
view less live or scheduled TV content and more on-demand and online streamed video. Added
to that is the fact that access to a TV set is lower amongst this group than for all
adults: only 84 percent of these young adults say they own a TV set, compared to 95
percent amongst all adults."



Traditional TV programmes and movies drive viewing on PC/laptops more than online
video 



On the average day, British adults spend around 55 minutes viewing video content via a
PC or laptop - with two thirds (67 percent) of the content viewed being traditional
formats: TV programmes and movies.



For those aged 18 to 24 years old, time spent viewing on a PC or laptop almost triples
to 2 hours and 35 minutes per day, with nearly three quarters (73 percent) of that content
comprising TV programmes and movies. This underlines the importance of content derived
from linear broadcast channels.



It may be watched on-demand or time-shifted, as well as live - but traditional TV and
movie content still drives the majority of our time spent viewing.



Moreover, whilst Britain's 18 to 24 year olds are conventionally light TV viewers -
making them a hard-to-reach group with high commercial value - they are a generation
driven by consumption and sharing of visual content and are voracious consumers of video
overall.



Lamaison explains, "We are seeing evidence of real change in the ways in which
audiences in the UK consume video content - and nowhere is this more evident than amongst
young adults. Findings from our recently released ViewScape study show a new generation of
young adults who are completely engaged with video, but who are viewing in a variety of
different ways and using a wider range of devices than previous generations.



"This presents opportunities - and challenges - for broadcasters, producers and
distributors, as they seek to enable audiences to self-curate their viewing options, in
addition to traditional forms of linear consumption."



GfK's ViewScape study is run in 14 countries: Australia, Brazil, France, Germany,
India, Italy, Japan, Netherlands, Mexico, Singapore, Spain, Sweden, UK, US. Click for full
details
[http://www.gfk.com/en-gb/insights/press-release/young-british-adults-spend-more-time-watching-video-on-laptops-than-tv-sets-1 ]




GfK

CONTACT: Amanda Martin, Global PR, +44-7919-624-688, amanda.martin@gfk.com


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