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Selection of 2008 UK Digital consumer and advertising trends
UK consumers are embracing an increasingly digital and converged device world TV Audio Mobile Games Online
TV content consumption trends There are now even more ways to watch television content and consumers are increasingly using devices and platforms to time-shift their viewing
87% of homes now have digital television decoder
23% of homes have a Digital Video Recorder (DVR)
88% of DVR owners claim that they usually fast-forward through commercial breaks >>
By April 2008 the BBC iPlayer had a unique monthly audience of 1.4m and was dealing with over 700,000 daily viewing requests
Audio & mobile devices
45% of individuals own MP3 player
27% of consumers have access to DAB radio
More adults in the UK use text messaging than use the internet 59 billion SMS messages were sent in 2007
Two-thirds of phone owners use its alarm function instead of a clock  Ofcom 2007 RIP
41% of mobile phone users claim to use their handset for taking pictures 15% uploading photos to their PC 17% claimed that they used their phone for gaming Ofcom 2008
Research suggests that two in five consumers use their mobile phones while watching television, and one in five watch the TV while surfing the web LIBRARY FOOTAGE
Three-quarters of 11 year-olds have their own TV, games console and mobile  Ofcom 2007
Two-thirds of children do not believe they could easily live without a mobile and the internet. Ofcom 2007
Games consoles
63% of people 15-24 had access to a games console in Q1 2008
But games consoles are no longer used just for games – 39% of 15-24’s use them for watching DVDs and 26% for listening to CDs
Online
[object Object],[object Object]
In 2007 UK women aged 25-34 spent more time online than men of the same age group  Ofcom 2007
In 2007 over 16% of over-65s used the web. Spending 30 minutes (50%) longer online per day than any other age group
In the five months from February 2008 there were over 500,000 new mobile broadband connections, with 133,000 connections in June 2008 alone.
The age profile of mobile broadband users is evenly distributed
Questions?
UK digital advertising context
UK Internet advertising has risen by an average of 70.2% in each of the last five years to reach £2.8bn.  ,[object Object]
Paid-for search continues to dominate
Consumers are more reluctant to pay for services online. As a result advertising supported services are becoming more popular
TV advertising revenues continue to face challenges but digital channels growing strongly ,[object Object]
Online Advertising supported TV revenue increased dramatically in 2007
Attitudes to behaviour targeted advertising Source: OfCom Communications Market Report 2008
Value placed by consumers on professional and user-generated content Broadcasters and advertisers may be concerned to find that most consumers (other than those 55+) value professional and user-generated content equally. Source: OfCom Communications Market Report 2008
User Generated Content: levels of interest or engagement ,[object Object],[object Object],[object Object]
Questions?

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Selection of 2008 UK Digital consumer and advertising trends

  • 1. Selection of 2008 UK Digital consumer and advertising trends
  • 2. UK consumers are embracing an increasingly digital and converged device world TV Audio Mobile Games Online
  • 3. TV content consumption trends There are now even more ways to watch television content and consumers are increasingly using devices and platforms to time-shift their viewing
  • 4. 87% of homes now have digital television decoder
  • 5. 23% of homes have a Digital Video Recorder (DVR)
  • 6. 88% of DVR owners claim that they usually fast-forward through commercial breaks >>
  • 7. By April 2008 the BBC iPlayer had a unique monthly audience of 1.4m and was dealing with over 700,000 daily viewing requests
  • 8. Audio & mobile devices
  • 9. 45% of individuals own MP3 player
  • 10. 27% of consumers have access to DAB radio
  • 11. More adults in the UK use text messaging than use the internet 59 billion SMS messages were sent in 2007
  • 12. Two-thirds of phone owners use its alarm function instead of a clock Ofcom 2007 RIP
  • 13. 41% of mobile phone users claim to use their handset for taking pictures 15% uploading photos to their PC 17% claimed that they used their phone for gaming Ofcom 2008
  • 14. Research suggests that two in five consumers use their mobile phones while watching television, and one in five watch the TV while surfing the web LIBRARY FOOTAGE
  • 15. Three-quarters of 11 year-olds have their own TV, games console and mobile Ofcom 2007
  • 16. Two-thirds of children do not believe they could easily live without a mobile and the internet. Ofcom 2007
  • 18. 63% of people 15-24 had access to a games console in Q1 2008
  • 19. But games consoles are no longer used just for games – 39% of 15-24’s use them for watching DVDs and 26% for listening to CDs
  • 21.
  • 22. In 2007 UK women aged 25-34 spent more time online than men of the same age group Ofcom 2007
  • 23. In 2007 over 16% of over-65s used the web. Spending 30 minutes (50%) longer online per day than any other age group
  • 24. In the five months from February 2008 there were over 500,000 new mobile broadband connections, with 133,000 connections in June 2008 alone.
  • 25. The age profile of mobile broadband users is evenly distributed
  • 28.
  • 30. Consumers are more reluctant to pay for services online. As a result advertising supported services are becoming more popular
  • 31.
  • 32. Online Advertising supported TV revenue increased dramatically in 2007
  • 33. Attitudes to behaviour targeted advertising Source: OfCom Communications Market Report 2008
  • 34. Value placed by consumers on professional and user-generated content Broadcasters and advertisers may be concerned to find that most consumers (other than those 55+) value professional and user-generated content equally. Source: OfCom Communications Market Report 2008
  • 35.