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Simultaneous media use rises in UK
LONDON: Consumers in the UK are spending more time than ever using the internet and social networks, often combining this activity with watching television.
The IPA, the industry body, partnered with Ipsos MediaCT to produce its third TouchPoints Hub Survey, which was based on interviews and insights from e-diaries, drawn from a sample of 6,050 people.
Each day, the average participant watched television for 3.7 hours, listened to the radio for 2.1 hours and surfed the web for 1.8 hours.
The amount of time generally dedicated to the internet has grown by 38% in the last two years, a development that is particularly pronounced among men, younger people, and higher-income groups.
Although TV, radio and print have witnessed modest decreases regarding how long they hold consumers attention, this has been "more than compensated for" by the expansion of their parallel services on the web.
In demonstration of this, approximately a fifth of adults stream television content via the web per week, typically devoting 15 minutes a day to this pastime.
Despite this, sending and receiving email is still the premier reason for going online, with a 20% share, but social networking is gaining ground, on 11%.
In all, 37% of individuals featured in the IPA/Ipsos report accessed these sites for around an hour a week, an increase of 113%.
Some 35% signed in to Facebook at least once a week, rising to 79% for 15-24 year olds, while just 4% of respondents as a whole said the same concerning Twitter.
Read more @ warc.com
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