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The Consumer’s Digital Day

A research report by Ofcom and Gfk

Research Document

Publication date: 14

th

December 2010

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Contents

Section Page

1 Executive summary 1

2 Methodology 7

3 Consumer behaviour and media consumption 12

4 Use of media devices 21

5 Media activities 34

6 The role of media multi-tasking 49

7 Attention and importance of media 66

8 Attitudes to media and technology 88

9 Segmentation 98

10 Media use among 12-15 year olds 112

11 Other Research 148

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1 Section 1

1 Executive summary

1.1 Introduction

People have more flexibility and more choice than ever before when it comes to what, how and when they access media content and use communications services (for example, making voice calls). This is due to expansion in the range of devices that can support a wide variety of media content and service types; it has been influenced by the speed of take-up of different technologies, and the increasing convergence between media.

Ofcom subscribes to a wide range of industry research such as BARB (television), RAJAR (radio), and Nielsen NetRatings (internet). This allows us to understand how people

consume broadcast media and how they use web sites. However, there is little in the way of insight into how people use media and communications devices together and the

relationships between them.

Ofcom commissioned an in-depth quantitative study on UK adults’ total media and

communications activities to provide an overview of the role of electronic media in people’s lives. The study is part of our media literacy programme of work that we undertake as part of our duty under section 11 of the Communications Act 2003 to promote media literacy.

We were interested in understanding the current media behaviour of younger teenagers alongside the claimed behaviour captured in the main Digital Day survey. Ofcom therefore commissioned a supplementary survey among 12-15 year olds, which followed the same methodology as the main study, albeit simplified.

The research provides a snapshot of people’s media and communications behaviour over a seven-day period, with fieldwork undertaken in April-May 2010. The study has been

designed to explore how people use media and communications devices throughout the day, which media and devices are used concurrently, where, and what attention people pay to the media they use. It covers both in- and out-of-home use.

Note that in this analysis the phrase ‘media consumption’ refers not only to viewing and listening but also to text and voice communications, alongside the use of other

communications services, gaming and other computer use, as described in the methodology (page 7).

1.2 Key findings

Media day

Nearly half of people’s waking hours are spent engaging in media and communications activities

The average person spends 15 hours 45 minutes awake per day, and seven hours 5

minutes of this time is spent engaging in media and communications activities, amounting to 45% of waking hours.

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Consuming media concurrently

People spend about seven hours a day consuming different media, but they fit more into this time by media multi-tasking

One-fifth of the 7 hours 5 minutes of media activity is spent using more than one form of media at the same time. This allows people to fit in more media and communications activity into the time; on average, 8 hours 48 minutes.

The amount of actual time that 16-24s spend consuming media is lower (6 hours 35

minutes) than for older age groups. But 29% of their time with media is concurrent; the result is that they use more media and communications than any other age group, fitting 9 hours 32 minutes’ worth of activity into this time.

Men spend more actual time than women consuming media (7 hours 33 minutes versus 6 hours 38 minutes respectively). And although men do not show a greater tendency to consume media concurrently, they are more likely to consume more media overall. For both groups, about one-fifth of their time with media is concurrent, with men fitting 9 hours 36 minutes into this time, compared to 8 hours 2 minutes for women.

UK adults are most likely to watch scheduled TV on its own, whereas mobile phone and computer activities attract the most simultaneous media use

Eighty-three per cent of scheduled television viewed on a TV set occurs without any concurrent media consumption. Other media activities that tend to be undertaken on their own include listening to the radio on a radio set (81%), and reading newspapers, magazines or books (71%). By contrast, activities on a mobile phone and a computer are the most likely to be undertaken at the same time as other media activities (55% of mobile phone use takes place concurrently with other media activity, as does 62% of computer use).

Of any device, computers have the highest proportion of simultaneous media consumption (62%). (The research also found that 37% of media use on a computer is done in the same half hour as other media activity on a computer, indicating that some simultaneous media consumption appears to be on a single device, rather than between devices.)

While media multi-tasking is popular across the day, scheduled television emerges as a ‘solus’ activity for many people in the evening

The proportion of people consuming more than one form of media simultaneously is broadly constant for most of the day (averaging at 24% of all respondents between 09:00 and

18:00). However, in the evenings, the proportion of people using media increases rapidly as more people focus on ‘solus’ media consumption – using just one form of media at a time – and this is primarily watching scheduled television.

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3 Device use

UK adults spend most of their media and communications time using TV

and radio sets. However, 16-24 year olds spend half of their time with computers, mobile phones

Device use varies by age. Two-thirds (67%) of media and communications activity

conducted by people over 55 is carried out through a TV set or radio set. By contrast, among 16-24s, over half of their media and communications time is undertaken on a computer or mobile phone.

Men and women spend about the same proportion of media time on the TV set (39% for men and 42% for women). Men tend to spend a greater proportion of their media time (31%) on a computer, compared with 25% for women.

Among those in the C2DE group, 47% of media use is on the television set, compared to 36% among those in the ABC1 group. Adults in the ABC1 group consume 31% of their media through the computer, compared with 23% for C2DE adults.

Compared to people over 55, 16-24s are more likely to use the mobile phone for a wider range of activities

Phone calls represent 58% of all mobile phone use by over-55s, compared with 22% for those in the 16-24 age group. Text messaging accounts for half of all mobile phone use and social networking a further 13% among 16-24s.

Women are more likely to use voice calls and text messaging, which make up 39% and 46%

of their mobile phone use respectively. This compares to 33% of mobile phone use by men being voice calls, and 37% text messaging. One-fifth of men’s mobile phone use constitutes internet-based communication – emailing, social networking and instant messaging – compared with 11% for women.

Two-fifths of the time UK adults spend on a computer is on communicating with other people

Computer use varies by age. People aged 55+ spend just under 40% of their time on a computer using it to communicate with others, and they are more likely to use email (28% of their computer time is spent on email, 8% on social networking, and 1% on instant

messaging). For 16-24s, over half their time on computers is spent communicating with other people, and they are more likely to use social networking (22% on social networking, 14%

instant messaging and 14% emailing).

Those in the C2DE socio-economic group tend to spend a greater proportion of their

computer time doing either social networking or instant messaging, which constitutes over a quarter (26%) of their computer activity, compared to 12% of such computer activity among ABC1 adults.

Media categories

Video content, and in particular scheduled television on a TV set, dominates people’s total media consumption time

As the research study offered a single-source approach to cross-device use, we were able to group media activities into categories and examine similar activities cross-platform, such as

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video content or audio activities. The study found that video content, and in particular scheduled television on a TV set, dominated UK adults’ total media consumption time. This was followed by audio and then text communications.

On average, UK adults watch 212 minutes of video content a day across all devices (e.g.

watching TV on a TV set, on-demand, online or other video clips) – this amounts to 40% of all media and communications. A further 91 minutes were spent listening to any audio content1

Scheduled TV on a TV set dominates video content consumption overall

(such as radio on a radio set, or music online). Eighty minutes per day are spent on text communications (which included text messaging, social networking, instant messaging and emailing). Reading print media, voice communications and games activities made up much smaller proportions of total media consumption (at 31, 28, and 15 minutes per day respectively).

A closer examination of all video consumption found that scheduled TV forms 82% of all video watched, amounting to an average of 173 minutes per day.

This is also the case among 16-24 year olds, for whom scheduled TV makes up 70% of all video content watched. While only a small proportion of their video consumption comes from watching video content via a computer (11%), this is higher than the UK average (3%).

25-44 year olds are more likely to watch TV recorded on a PVR, with 14% of their video consumption undertaken this way, compared with 10% for all UK adults.

Attention paid to media activities and their perceived importance

The attention given to different activities varies, with more paid to those that require active involvement, such as playing games on a games console, or phone calls

Activities such as games on a games console, computer-based activities, text and voice communications (landline and mobile phone), and on-demand television attract higher attention scores than live TV or live radio. Playing games using a games console attracts the most attention, with an average score of 4.2 out of 5, while listening to the radio on a radio set and watching scheduled TV attract some of the lowest attention scores, with average scores of 2.9 and 3.0 respectively2

Communications activities such as emailing and mobile phone calls command high attention and high importance scores

.

Communications activities such as emailing and mobile phone calls command high attention and high importance scores from respondents. Traditional TV, print and radio are valued, although on average they command less attention. By contrast, some activities receive higher-than-average attention scores, but are not considered as important, such as playing games on a computer, or watching TV/other video content on a computer, or through a DVD player.

The relationship between attention and importance varies by age. Emailing is the most important activity for people aged 55+ and commands the greatest attention. For 16-24s, calls on a mobile phone receive the highest average attention and importance scores. That said, for this group emailing is also perceived to have both high importance and receive high

1 The research study underestimates the amount of time spent listening to radio on a radio set in comparison to RAJAR. See methodology for further details.

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5 attention. Emailing is also considered the most important activity, with higher than average attention, for men and women and for those in ABC1 and C2DE groups.

The figure below provides a summary of some of the key measures from the UK adults’

study.

Figure 1: Fast Facts

Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45- 54s = 1484; 55+ = 2373. Green indicates results higher than the UK average and red indicates results lower than the UK average.

Source: Ofcom research, base = All respondent days: 16+ = 7966; men = 3815; women = 4151;

working = 4417; not working = 3549. Green indicates results higher than the UK average and red indicates results lower than the UK average.

Media segmentation

Overall, this segmentation analysis identified a spectrum of media users, ranging from those who consume very little media and do very little multi-tasking, to those who can be

characterised as consuming large volumes of media, almost always simultaneously with other media activities. Respondents who consume the most media are the most likely to consume media concurrently, to be confident using technology and to be positive about the

All 16+ 16-24s 25-44s 45-54s 55+

Time Awake (minutes per day) 945 913 945 961 951

Time spent with media and communications (minutes per day) 425 395 438 442 416 Proportion of media and communications time that is solus 80% 71% 77% 81% 88%

Proportion of media and communications time that is simultaneous 20% 29% 23% 19% 12%

Amount of media and communications activity (minutes per day) 528 572 564 537 467

Watching video (% of all activity) 40% 32% 36% 37% 52%

Listening to audio (% of all activity) 17% 14% 17% 22% 17%

Voice communication (% of all activity) 5% 6% 5% 6% 5%

Text communication (% of all activity) 15% 30% 18% 11% 6%

Print Media (% of all activity) 6% 3% 4% 5% 10%

Games (% of all activity) 3% 5% 3% 2% 1%

Other internet (% of all activity) 7% 5% 8% 9% 4%

Other media (% of all activity) 7% 5% 9% 9% 4%

All 16+ Men Women Working Not Working ABC1 C2DE

Time Awake (minutes per day) 945 951 939 953 935 941 931

Time spent with media and communications (minutes per day) 425 453 398 437 410 428 411 Proportion of media and communications time that is solus 80% 80% 81% 78% 84% 80% 83%

Proportion of media and communications time that is i lt

20% 20% 19% 22% 16% 20% 17%

Amount of media and communications activity (minutes per day) 528 576 482 553 495 532 497

Watching video (% of all activity) 40% 38% 42% 35% 48% 36% 46%

Listening to audio (% of all activity) 17% 18% 17% 18% 16% 18% 17%

Voice communication (% of all activity) 5% 5% 6% 6% 5% 5% 6%

Text communication (% of all activity) 15% 16% 15% 16% 14% 15% 14%

Print Media (% of all activity) 6% 5% 7% 5% 8% 7% 5%

Games (% of all activity) 3% 3% 2% 3% 3% 3% 3%

Other internet (% of all activity) 7% 8% 5% 8% 4% 7% 5%

Other media (% of all activity) 7% 8% 5% 10% 3% 9% 4%

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internet. The computer and the mobile phone are the two devices that tend to drive media multitasking as well as overall media consumption.

12-15 year olds

Ofcom undertook a supplementary study among children aged 12-15 years old who had the internet at home.

This research found that 12-15 year olds use a wide range of media across the day, and different activities dominate media consumption at different times.

Across the day, video and text communications attract the highest proportion of 12-15 year olds, with 83% using video daily and 69% using text communications daily. Seventy-two per cent of 12-15 year olds watch television on a television set on an average day, 43% text or video message, and 40% social network on a computer on an average day.

The key devices for this group are the TV and the computer, followed by the mobile phone.

Seventy-five per cent of the time that 12-15 year olds spend with media is with a TV or computer. Mobile phone accounts for a further 10%.

12-15 year olds do around two activities at once when media multi-tasking. Much of the time that they read, watch television, listen to the radio, or play games on a television console, they do so without doing any other media activities at the same time. When they do an activity on a mobile phone or a computer, however, they are more likely to be engaging in more than one media activity. According to this research, 12-15s media multi-task for 39% of the time that they used a computer. Of all media activities done in the same half hour as watching scheduled television, 52% are done on a computer. Mobile phones are also frequently used alongside other media.

Playing games on a television console, reading and watching recorded TV attract the highest levels of attention among 12-15 year olds. These are also the activities for which 12-15 year olds’ attention drops the most when media multi-tasking.

Playing games on a television console is also seen as an important activity by its users. Text communication and listening to music on portable devices are also seen as important, despite being given less attention, while print and recorded TV are given higher than average attention but considered less important. Scheduled TV attracts just below average importance and attention scores.

The internet is an integral part of most 12-15 year olds’ lives. Almost universally, they see it as a useful source of information and use it widely for communication. Examining which medium they value the most, the survey found that 12-15 year olds value the internet on the computer in particular, while internet-based activities on the mobile phone remain niche.

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7 Section 2

2 Methodology

2.1 Introduction

The study set out to explore the media and communications behaviours of UK adults aged 16+, and we conducted a supplementary survey among UK teenagers aged 12-15 years.

The methodologies used for each sample varied slightly; we modified the UK adults’

approach for the UK teenagers’ sample, to ensure that the task was achievable for this age group. The two methodologies are explained in brief in the following sections, and more detail is provided in the technical appendix to this report.

2.2 Overview of UK adults’ methodology

A nationally-representative sample, comprising 1,138 UK adults aged 16+, was recruited predominantly via a face-to-face method (with a quarter recruited online) to take part in the study. The research took place in April and May 2010. The study consisted of three stages:

- a face-to-face recruitment questionnaire that included information on media device ownership and use;

- an aide-memoire that respondents completed for all media and communications activities undertaken over a seven-day period, recorded on a half-hour basis. Responses were captured on a daily basis either by telephone or by self-completion online; and

- an attitudinal survey undertaken at the end of the seven days, again administered either by telephone or by self-completion online.

Respondents were asked to record a wide range of media activities undertaken on the following media devices:

- TV set;

- radio set - computer;

- mobile phone;

- landline phone;

- print media;

- music stereo; and

-handheld device (e.g. MP3 player, portable DVD player, etc).

The survey covered 45 media and communications activities, including using video and audio content, playing games, reading (magazines, books or newspapers), text, and voice communications. The seven-day diary included personal and business use, in-home and out-of-home use.

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The diary collected information on respondents’ claimed amounts of media consumption and concurrent media use, including time spent undertaking just one media activity (‘solus’

activity), and time spent doing more than one media activity (‘simultaneous’ activity). It captured the levels of attention paid to the different media and communications activities, and how this varied in terms of ‘solus’ and ‘simultaneous’ activity. The survey also included information on respondents’ other daily activities, such as eating, preparing food, travelling or working, which enabled us to understand media consumption within a broader context.

The attitudinal questionnaire undertaken on the last survey day captured further information on the perceived importance of different media activities, as well as general attitudes towards technology and the internet.

Segmentation

We have also undertaken a segmentation analysis of the data for the UK adults’ sample, which is reported in chapter 9 of this report. First, we used a factor analysis to examine which variables drove the most variation between respondents in their claimed media and communications consumption. This analysis identified:

- the total amount of media and communications consumption (volume);

- the ratio between solus and simultaneous media and communications consumption; and - attitudes towards technology.

Once the factor analysis was complete, a hierarchical cluster analysis was run to identify the number of groups into which respondents could be separated. This process identified eight distinct groups of interest. But three groups, although distinct, were very small, and each represented high-volume, skilled users. These were grouped into one, making six groups in total.

The statistical method of K-means analysis, was then used to group the respondents, with the initial number of groups set at eight. As mentioned above, three of these clusters were grouped together due to their small sample size.

2.3 Overview of methodology for UK teenagers aged 12-15

A demographically-representative sample of 179 teenagers aged 12-15 were recruited to take part in the survey, which took place between April and June 2010. All the teenagers had access to the internet.

This study followed the same overall approach as the main study, with:

- a recruitment questionnaire, which included information on media device ownership and use. Some teens were recruited face to face, but the majority were recruited online.

- an aide memoire that respondents completed for all media and communications activities undertaken over a seven-day period, recorded on a half-hourly basis. Responses were captured by self-completion online; and

- an attitudinal survey undertaken at the end of the seven days, again captured by self- completion online.

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9 Respondents were asked to record the same 45 media and communications activities as the main sample – see Figure 2. The seven-day diary included in-home and out-of-home use but, unlike the main survey, did not capture personal and work use.

The seven-day diary collected information on when respondents claimed to consume media at a half-hourly level as well as concurrent media use (i.e. when activities were undertaken on their own (‘solus’ activity), and when they were undertaken together with other media activities (‘simultaneous’ activity).

The 12-15s survey differed from the main survey in that it captured overall volume levels at a daily rather than at an event level, and captured this for only a restricted number of activities.

This was in order to make the survey manageable for these younger respondents. As a result, the overall volume levels and ‘solus’ and ‘simultaneous’ volume levels should not be compared with those from the main survey, as they were collected in a more truncated fashion. The study captured the levels of attention paid to the different media and

communications activities and how this varied in terms of ‘solus’ and ‘simultaneous’ activity.

The only difference was that the attention question was asked as a three-point scale.

The survey also included information on respondents’ daily activities, such as eating, preparing food, travelling, working and studying, to enable us to understand their behaviour in the round.

The attitudinal questionnaire, undertaken on the last survey day, captured further information on the perceived importance of different media activities, as well as general attitudes

towards the different media and the internet and any rules surrounding teens’ use of media.

Importance levels were collected in the same way as for the adults’, on a 1-10 scale.

Notes on analysis:

For details of the analysis presented in this report for the UK 12-15 sample see Section 10.

The dataset analysed in the teenagers’ section includes only those respondents who completed all seven days of the survey.

2.4 Comparisons with industry measures

Comparisons with industry data for television (BARB), radio (RAJAR) and the internet (Nielsen NetRatings) show comparable weekly reach levels with this study. However, this study recorded lower volumes than industry data, particularly for radio. A range of factors may have contributed to this difference. These include:

- The broad nature of the survey, which covers a wide range of media, rather than focusing on one specific medium.

- The sample covers all adults aged 16+, rather than consumers of a specific medium.

- The use of a diary method relies on consumer recall rather than tracking actual behaviour.

This could introduce a recall bias, which is common in diary studies. For example,

respondents may remember less actual behaviour because they do not record activity often enough. For this study, information was recorded daily. Respondents were encouraged to update their diary at least four times a day and to carry it with them to record behaviour both in and outside the home.

- Activities that receive lower consumer attention or are undertaken passively may be less likely to be recalled.

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These factors may have influenced the results and should be considered when assessing the findings. For example, this research reports lower radio listening volume relative to RAJAR results. However, the study still provides an overview of radio listening within the context of people’s other media activities.

2.5 Analysis presented in this report for UK adult sample

The dataset analysed in this report includes those respondents who completed all seven days of the survey.

We have reported on the 45 media and communications activities individually and also aggregated them into the categories (e.g. video, audio, voice communications) and sub- categories (e.g. ‘video’ comprises television on a TV set, television on another device and other video). These categories and sub-categories are shown in Figure 2. The categories are designed to reflect the broad purposes of media and communications activities across a range of devices.

Figure 2: Media consumption activities

The analysis examines a range of claimed media behaviours. These include when

respondents said that they were undertaking more than one media activity at the same time (‘simultaneous’ media consumption) and doing them separately (‘solus’ media consumption).

In presenting the findings it uses the terms laid out in Table 1.

It is important to note that the ‘solus’ and ‘simultaneous’ media activity analysis focuses on media activities only and does not take account of respondents doing daily activities (such as eating, travelling, etc.).

Activity category Activity

subcategories Activities

Video

Television – TV Television set: TV live; Television set: recorded TV on PVR; Television set: recorded TV on DVD/VHS; Television set: TV on-demand

Television - other TV or films on-demand or live on a computer; TV or films on-demand on a mobile phone

Other video

DVDs or videos (rented or bought); Video clips on a computer; Downloaded TV, films or video clips on a computer; Downloaded TV, films or video on a mobile phone; Downloaded TV, films or video on hand-held device.

Audio

Radio – radio set Live radio on a fixed or portable set

Radio – other device Radio on a TV set; Radio live or on-demand on a computer, mobile phone or hand-held device

Other audio Streamed music, streamed podcasts, downloaded music or other audio, music or other audio on a stereo or music centre or portable devices.

Voice communications Making or receiving phone calls on a landline; Making or receiving phone calls on a mobile phone; Making or receiving phone calls or video calls on a computer.

Text communications E-mailing, social networking or instant messaging on a computer or mobile phone and texting or video messaging on a mobile phone

Print media Reading newspapers, magazines or books

Games Playing games on a TV set, computer or portable device (e.g. hand-held games console or MP3 player .

Other

Other internet Internet activity on a computer or mobile phone that is not covered by the previous categories.

Other media All other media and communications activity on a hand-held device, and all other non- internet activity on a computer or mobile phone.

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11 Table 1: -Terminology used in this section

The data presented in this report, where possible, is tested at 99% confidence level when making comparisons between different demographic groups versus the total sample.

Differences are indicated with a circle on the chart or colour-coded green when higher than the UK average and red when lower. The demographic groups reported in this study for the UK adult sample are age, gender, working status, and socio economic group.

Definition Description

Simultaneous media consumption

Media consumed while doing another media activity at the same time, e.g.

texting on a mobile phone and watching television.

Solus media

consumption Media consumed while doing no other media activity.

Weekly reach The proportion of individuals consuming each media activity within the week.

Daily reach The proportion of individuals consuming each media activity on a typical day.

Volume Average minutes consumed per day – based on the total sample.

Attention

The average score or the claimed attention by activity for all activities recorded in the diary (on a scale of 1 to 5). Based on users of each activity as reported in the 7 day survey.

Importance The average score of claimed importance overall for each activity (on a scale of 1 to 10). Reported here on users of each activity within the 7 day survey.

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Section 3

3 Consumer behaviour and media consumption

3.1 Key findings

This study found that consumers spend almost half of their waking hours engaging in media and communications activities. The average adult spent 15 hours 45 minutes awake every day.

As the study also found that the average adult spends just over seven hours a day with media, it follows that the average adult spent 45% of their waking hours undertaking some form of media or communications activity.

Video content, and in particular television viewing, dominates people’s total media consumption time. This is followed by audio content and then text communications (e.g.

emailing, social networking, and texting).

On average, UK adults watch 212 minutes of video content a day across all devices (e.g.

watching TV on a TV set, TV on demand, TV online or other video clips) – this amounts to 40% of all media and communications. Within this, video consumption remains dominated by live TV viewing, at 173 minutes, followed by PVR viewing at 21 minutes.

Video is the most highly-consumed media type among all the demographics considered in the report, but is followed closely by text communications among 16-24 year olds. The average 16-24 year old watches 181 minutes of video content a day, and undertakes 171 minutes of text communications activity.

Young people undertake more media and communications activity than any other age group but spend less time doing so.16-24 year olds manage to fit just over nine and a half hours’

worth of media into a little over six and a half hours of actual time. To achieve this, they consume around five hours of simultaneous media per day in less than two hours of actual time (29% of the time they spend with media is concurrent media use). By contrast those over 55 spent the least proportion of their time multitasking, at 12% of the actual time they spent with media.

In terms of actual time spent consuming media, 45-54 year olds spend the most time on an average day (at 7 hours 22 minutes), and 16-24 year olds the least time (6 hours 35

minutes).

The study found that men consume 20% more media than women overall, but men and women media multitask to the same degree.

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3.2 Take-up of media and communications devices and services

Consumer take-up of digital technology is growing

People face a great deal of flexibility and choice when deciding how, when and where to access content and communications services. This has been driven by the introduction of a range of converged devices and by their widespread adoption. Ofcom’s technology tracker (quarter 1, 20103

Figure 3

) identified some of the more popular digital technologies and services now embraced by many people in the UK (see ):

• digital television decoders, which are connected to over nine in ten (92%) main television sets in the home;

• broadband connections, which are now available to seven in ten (71%) people; and

• games consoles, which are installed in five in ten homes.

Figure 3: Take-up of a range of communications devices and services

Source: Ofcom research Q1 2010, based on claimed ownership of devices Younger people are more likely to adopt new technology

These technologies outlined above have not been uniformly adopted across all age groups.

Younger people have a greater tendency to exhibit ‘early adopter’ characteristics, which means that they are more likely to have access to a wide range of new communication technologies. Mobile phone penetration is highest among 15-24 year olds and 25-44 year olds, at 98% among both age groups. 3G handset penetration is highest among both these age groups as well, at 37%. PVR ownership is highest among 25-44 year olds, at 70%, and the same is true for computer ownership (87%) and broadband access (83%). 15-24 year olds are the most likely to own an MP3 player (58%) (see Figure 4).

3 Ofcom’s quarter 1 2010 technology tracker data are used in this report, as they represent the period just prior to the fieldwork for the Digital Day research.

0%

20%

40%

60%

80%

100%

2000 2001 2002 2003 2004 2005 2006 2007 Q1 2008

Q1 2009

Q1 2010

Proportion of individuals (%) Digital television

DVD player Broadband Games console MP3 player DAB digital radio PVR

3G handset Blu-Ray/ HD-DVD CAGR (%)

1 yr 3.4 23.2

17 n/a -8.9 24.2 35.0 29.4 n/a

3 yr 7.2 7.2 18 n/a 5.4 43.1 27.6 30.1 n/a

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Figure 4: Adoption of new technologies, by age

Source: Ofcom research Q1 2010, based on claimed ownership of devices.

3.3 Consumer behaviour across the day

Consumers spend almost half of their waking hours engaging in media and communications activities

The research explored people’s media use within the context of their total day, when undertaking different lifestyle activities (such as sleeping, eating, working and shopping).

The study showed that the average adult spent 15 hours 45 minutes awake every day, with most people up by 09:00 and asleep by midnight. As the study also found that the average adult spent just over seven hours a day with media, it follows that the average adult spent 45% of their waking hours undertaking some form of media or communications activity.

Figure 5 shows how the proportion of all lifestyle and media activities being done each hour is split throughout an average day4

. Overall, people’s media use was highest in the evening, peaking at 21:00 and driven by television viewing. Later on, the proportion of people

sleeping increased rapidly, reaching almost 80% by 23:00. Prior to 21:00, non-media activity was mainly made up of eating, working, childcare and housework, all of which had declined substantially by 21:00. This suggests that TV viewing in the evening peak time is

predominately an activity undertaken exclusive of not only other media and communications consumption but also exclusive of other lifestyle activities.

0%

20%

40%

60%

80%

100%

15+ 15-24 25-44 45-64 65+

Proportion of individuals (%)

Digital TV

Mobile phone Computer

Broadband

MP3 player

PVR

DAB radio

3G handset

(18)

15 Figure 5: Proportions of all lifestyle and media activities throughout the day

Source: Ofcom research, base = all respondent days: 7966

Television is the dominant form of media consumption in the evening

Figure 6 focuses on the proportion of media and communications activity undertaken during each hour of the day. The data illustrate the popularity of television in the evening, when over half (52%) of all media activities undertaken involved watching television on a TV set. In the morning, radio was more popular, but declined by the evening when TV was at its peak.

Text communications and voice communications both made up a fair proportion of media activity during the daytime, but both were less popular in the evenings. However, after the end of television peak time, text communications accounted for a similar proportion of media activity as in daytime. Print media made up an average of 6% of all media activity between 10:00 and 22:00, before peaking at 12% of all media activity at 23:00.

Figure 6: Proportions of all media activities throughout the day

Source: Ofcom research, base = all respondent days: 7966

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Proportion of all media and lifestyle activities (%)

Time of day

Sleeping Washing/dressing Travelling Cooking and eating Working/studying Childcare Housework Shopping Free Time TV on TV set TV on other device Other video Radio on radio set Radio on other device Other audio Print media Voice comms Text comms Games

Other internet media Other non-internet media Peak-time TV

Text comms (e.g. emails, texting, social networking

Sleep

Lunch Dinner

Work

Travelling Phone calls

Sleep

Radio

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Proportion of all media activities (%)

Time of day

TV on TV set

TV on other device

Other video

Radio on radio set

Radio on other device

Other audio

Print media

Voice comms

Text comms

Games

Other internet media

Other non-internet media Radio TV

Voice comms (e.g. phone calls) Text comms (e.g. email, text messaging, social

networking

(19)

3.4 Overall media and communications consumption

People spend more time watching video and listening to audio than any other media or communications activity

Our research found that the time spent by people using media would take 8 hours 48 minutes in total if it were all consumed on its own. (Simultaneous media consumption allowed people to fit this into 7 hours 5 minutes a day – as illustrated in Figures 10 and 11.) Video, and in particular television viewing, dominated people’s total media consumption time. This was followed by audio and then text communications (e.g. emailing, social networking or texting). On average, an adult watched 212 minutes of video content a day across all devices (e.g. watching TV on a TV set, on-demand, online or other video clips).

This amounted to 40% of all media and communications. A further 91 minutes were spent listening to any audio content5

Figure 7: Average amount of media used per day Minutes of media consumption per day

(such as radio on a radio set, or music online). Eighty minutes per day were spent on text communications.

Source: Ofcom research, base = All respondent days: 7966

16-24s spend almost as much time watching video content as undertaking text communication activities

Video content was the most highly-consumed media type among all the demographics considered in this report. It was followed closely by text communications among 16-24 year olds. The average 16-24 year old watched 181 minutes of video content a day, and 171 minutes of text communications activity.

Use of games was almost as high as voice communications among 16-24 year olds, at 31 minutes a day, compared with 32 minutes of voice communication.

Those in the C2DE socio-economic group were more likely to watch video than those in the ABC1 group (3 hours 50 minutes per day, compared with 3 hours 14 minutes), while the latter, who used more media overall, were more likely to listen to audio, read print, and use other online or offline media.

528

212

91

80

35 36

31 28 15

0 100 200 300 400 500 600

Total media All video All audio Text communication Other offline Media Other internet media Print media Voice communication Games

(20)

17 Men used more of most types of media than women, with the exception of print media (used for 30 minutes per day by men and 32 minutes per day by women) and voice

communications (28 minutes per day for men, 30 minutes per day for women).

Those adults who worked consumed an average of 3 hours 12 minutes of video content per day, compared with 3 hours 57 minutes consumed by those who did not work. Adults who worked were more likely to use audio, voice and text communications, and other online and offline media.

Figure 8: Average daily minutes of media used per day, by demographic group

Younger people undertake more media and communications activities in total Figure 9 shows that average daily media consumption differs substantially by age group, perhaps reflecting the varying levels of technology access, set out in Figure 4. People aged 16-24 used media and communications most heavily, at just over nine and a half hours a day in total; this was one-fifth (22%) more than adults aged 55 and over, who consumed the lowest volume of communications activity every day - 7 hours 47 minutes.

Device

All 16+ 16-24s 25-44s 45-54s 55+ Men Women Working Not Working ABC1 C2DE

Total Media 528 572 564 537 467 576 482 553 495 532 497

Video 212 181 201 197 243 220 205 192 237 194 230

Audio 91 79 94 116 80 101 81 101 78 94 84

Text Communication 80 171 102 61 30 89 71 90 67 79 71

Other online media 36 28 46 46 21 44 26 45 22 38 25

Other offline media 35 31 53 46 17 47 26 54 14 48 20

Print 31 19 20 27 49 30 32 25 39 35 24

Voice communication 28 32 31 33 22 26 30 33 23 29 28

Games 15 31 17 12 7 20 10 14 15 14 15

(21)

Figure 9: Average amount of media used per day, by age Minutes of media consumption per day

Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45- 54s = 1484; 55+ = 2373

… but younger people spend less time doing so

The research found that the total amount of media consumed by UK adults - 8 hours 48 minutes per day - was compressed into just over 7 hours of actual time (see Figure 10). Five hours 42 minutes (342 minutes) was spent using media or communications services on their own (‘solus’ activity). The remaining 3 hours 6 minutes comprised media that were being used simultaneously, which fitted into just 1 hour 23 minutes (83 minutes) of actual time.

16-24 year olds managed to fit just over nine and a half hours’ worth of media into a little over six and a half hours of actual time. To achieve this, they consumed around five hours of simultaneous media per day (over half of their total daily media activity) in less than two hours of actual time (29% of the time they spent with media). By contrast, those over 55 spent the least proportion of their time multi-tasking, at 12% of the actual time they spent with media.

In terms of actual time spent consuming media, 45-54 year olds spent the most time on an average day (at 7 hours 22 minutes), and 16-24 year olds the least time (6 hours 35 minutes).

528 572 564

537

467

0 100 200 300 400 500 600

ALL 16+ 16-24s 25-44s 45-54s 55+

8h 48m

9h 32m

9h 24m

8h 57m

7h 47m

(22)

19 Figure 10: Actual time spent using media, by solus and simultaneous use

Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45- 54s = 1484; 55+ = 2373

Men consume 20% more media than women overall

On average, men consumed around one and a half hours’ more media per day than women, at 9 hours 36 minutes per day compared to 8 hours 2 minutes for women. People who worked consumed an hour more of media per day than those not working, and people in the ABC1 socio-economic group consumed 35 minutes more of media than those in the C2DE group.

Figure 11: Average amount of media used per day, by gender, working status and socio economic group

Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151;

Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = 3311

% of time that is spent using media simultaneously

342

279

335 358 367

83

116

102 84 49

0 50 100 150 200 250 300 350 400 450 500

All 16+ 16-24 25-44 45-54 55+

Time spent (minutes per day)

Using two or more f orms of media simultaneously

Using one f orm of media

425

395

438 442

416

20% 29% 23% 19% 12%

528 576

482

553

495 532

497

0 100 200 300 400 500 600

ALL 16+ Male Female Working Not working ABC1 C2DE

Minutes of media consumed per day

(23)

Men and women media multi-task to the same degree

Looking within socio-economic groups, ABC1 and C2DE respondents spent approximately the same amount of time per day – 5 hours 40 minutes – undertaking a single media activity (labelled as ‘using one form of media’ in the chart below). However, respondents in the ABC1 group tended to spend longer periods of time using two or more media together, leading to a greater overall amount of actual time spent consuming media.

The pattern is similar for working adults in comparison with non-working adults. Around 5 hours 40 minutes was spent using media activities on their own for both groups, whereas those working spent an extra half hour using different media simultaneously each day.

Comparing men and women, however, tells a slightly different story – although men spent an extra 19 minutes a day using media simultaneously, compared to women (93 minutes versus 74 minutes), they also spent an extra 36 minutes a day undertaking media activities on their own (solus). Their extra media consumption was driven not by a greater propensity to media multi-task, but by a greater likelihood to consume media in general.

Figure 12: Actual time spent using media, by solus and simultaneous use

Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151;

Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = 3311

% of time that is spent using media simultaneously

342 360

324 341 343 342 340

83

93

74

96 67 87 71

0 50 100 150 200 250 300 350 400 450 500

All 16+ Male Female Working Non-working ABC1 C2DE

Time spent (minutes per day)

Using two or more f orms of media simultaneously

Using one f orm of media

425

20% 20% 19% 22% 16% 20% 17%

453

398

437

410 428

411

(24)

21 Section 4

4 Use of media devices

4.1 Key findings

This section considers the use of different media devices, such as TV, radio, computers and mobile phones.

The TV is popular with all age groups, but other traditional forms of media are less frequently used by younger people. The television set is the most-used device, with 90% of

respondents saying they use it each day. Print media, radio sets, and landline telephones are all used by over 40% of adults every day, but are less likely to be used by 16-24s. For example, 60% of UK adults over 55 say that they read print media every day, but around half as many 16-24 year olds do this (32%).

Analysis of the proportion of total media time spent on each device shows that over half of adults’ media and communications activity is spent on a television or radio set. The pattern varies, however, by age. For example, computer, mobile phone and hand-held devices all have higher levels of use among younger age groups. Almost three-fifths (58%) of all 16-24 year-olds’ media engagement is through one of these devices, compared to 18% for people aged over 55. By contrast, use of the more established devices and media, such as TV sets, radio sets, print and landlines, generally increases with age.

The TV set is predominantly used for watching scheduled television or recorded television.

Compared to other age groups, 16-24 year olds are most likely to use the TV set for playing video games and watching DVDs.

Two-fifths of people’s time on a computer is spent communicating with other people. For those over 55, the bulk of this communication is email, while for 16-24 year olds, social networking and instant messaging are larger activities.

For those under 45, voice calls account for a minority of mobile phone use. The study showed that people use their mobile phone predominantly for communicating by voice or text, but patterns differ by age group; 22% of the total time that 16-24 year olds spend on the phone is on voice calls, compared with 58% for people aged 55.

4.2 Relative use of media and communications devices

TV is popular with all age groups, but other traditional forms of media are less frequently used by younger people

The television set was the most-used device, with 90% of consumers using it each day.

Computers and mobile phones were both used by more than three-fifths of all adults every day, but daily use rose to over three-quarters among adults aged 16-24. Print media, radio sets, and landline telephones were each used by over 40% of adults every day, but were less likely to be used by 16-24s – 60% of adults over 55 read print media every day, but half as many 16-24 year olds did (32%). There was a greater difference for the daily reach of landline telephones, with 51% of adults over 55 using a landline, and less than half as many

(25)

16-24 year olds (23%). By contrast, computers and mobile phones were more likely to be used on a daily basis by younger people (see Figure 13).

Figure 13: Daily reach of devices - adults 16+, 16-24 and 55+

Source: Ofcom research, base=all respondent days:16+=7966, 16-24s=1106,55+=2373. The circles on the chart indicate a significant difference versus the UK adults, tested at 99%.

Mobile and landline phones are more likely to be used by women than men

Figure 14 below shows the daily reach of each device by demographic group. The television set has the highest daily reach of any device among each of the demographic groups analysed. Even among 16-24s, 83% used it in a typical day, slightly higher than mobile phones (80%).

Print media has a higher daily reach among men (48%) than among women (32%), and so do hand-held devices (14% for men, 11% for women). However, more women use phones on a daily basis – 49% of women use a landline each day compared to 39% of men, while 62% of women use a mobile, compared to 58% of men.

Print media was the only activity with a higher daily reach among those not working than those working.

90

64 60

46 46 44

12 10

83 79 80

32 30

23 25

16 94

42

32

60

45

51

5 5

0 10 20 30 40 50 60 70 80 90 100

TV set Computer Mobile phone Print Radio set Landline phone Handheld device Music centre

Adults using device per day (%)

Adults 16+

Adults 16-24 Adults 55+

(26)

23 Figure 14: Proportion of all media use through each device

Source: Ofcom research, base=all respondent days:16+=7966, 16-24s=1106,55+=2373; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = 3311. Green indicates results higher than the UK average and red indicates results lower than the UK average.

Over half the time UK adults spend on media and communications activity makes use of a TV or radio set

Among all adults aged 16+, media consumption through a TV set or radio set represented over half of people’s media and communications activity in a typical day. The pattern varied, however, by age. Section 3 illustrated the disproportionately high access that younger people have to a range of digital communications devices and technologies. Our research confirms that use is influenced by access and has a bearing on the way that younger groups use a wide range of communications services.

For example, computer, mobile phone and hand-held devices all had higher levels of use among younger age groups. Almost three-fifths (58%) of all 16-24 year olds’ media

engagement was through one of these devices, compared to 18% for people aged over 55.

By contrast, use of the more established devices and media, such as TV sets, radio sets, print and landlines, generally increased with age.

Device

All 16+ 16-24s 25-44s 45-54s 55+ Men Women Working

Not

Working ABC1 C2DE

TV set

89.5% 83.1% 88.6% 88.7% 93.5% 90.5% 88.6% 89.2% 89.9% 88.2% 90.8%

Radio set 46.3% 29.9% 50.0% 55.4% 44.9% 46.5% 46.1% 52.6% 38.3% 51.9% 38.9%

Computer

64.4% 78.8% 76.9% 72.4% 41.8% 66.8% 62.0% 73.3% 53.1% 69.4% 55.1%

Landline phone

43.9% 22.6% 42.1% 50.6% 51.4% 38.6% 49.0% 44.1% 43.7% 48.4% 38.9%

Mobile phone

60.2% 80.0% 77.9% 64.9% 31.7% 58.0% 62.2% 70.9% 46.6% 62.9% 56.2%

Print

45.9% 32.4% 38.0% 44.7% 60.0% 47.5% 32.4% 43.6% 48.7% 49.7% 40.1%

Music centre

9.5% 16.3% 11.2% 9.6% 4.9% 9.9% 9.1% 9.8% 9.1% 10.6% 8.0%

Handheld device

12.4% 24.5% 15.0% 12.6% 4.7% 14.1% 10.8% 13.9% 10.6% 13.1% 11.5%

References

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