tam ireland viewing habits

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© Ipsos MRBI 12-076738/TAM Ireland Viewing Habits12-076738/TAM Ireland Viewing Habits© Ipsos MRBI

TAM Ireland Viewing Habits

13th March 2013

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© Ipsos MRBI 12-076738/TAM Ireland Viewing Habits

Table of Contents

● Introduction

− Background

− Objectives

− Research Methodology

− Sample Profile

● Findings

− Respondent-Based Findings

− Time-Weighted Findings

− Profiles

● Conclusions

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REPORT HIGHLIGHTS…..if you only have 2 minutes

1. 97% of Irish adults watched audio-visual content on a TV set yesterday.

2. 15% watched content yesterday on another device in addition to a TV set (rising to 26% amongst 15-34 year olds).

3. Beyond the TV set, laptops are by far the most popular devices for viewing content.

4. Younger Irish are the most likely to be viewing content on non-TV devices.

5. 216 minutes of audio-visual content is viewed in a typical day.

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REPORT HIGHLIGHTS…..if you only have 2 minutes

6. TV Set is the most popular device (192 minutes); Own Home is the most popular location (202 minutes); and Live TV is the most popular format (182 minutes).

7. Younger (15-34) adults spend less time viewing content on a TV set than average (176 minutes per day vs. an average of 192 minutes), but almost reach the average when all devices are taken into account (215 minutes per day vs. an average of 216 minutes).

8. Almost half of the time (49%) we do not do anything else while watching the TV set. Same for mobile (48%). While on the laptop we are somewhat more likely to be active, only reporting to be engaged in no other activity 35% of the time.

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© Ipsos MRBI 12-076738/TAM Ireland Viewing Habits© Ipsos MRBI 12-076738/TAM Ireland Viewing Habits

Introduction

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Background

● TAM Ireland commissioned Ipsos MRBI to conduct research into the diversified Irish viewing universe.

● While linear TV remains the leader in delivering viewing content to consumers, it now competes with a variety of other devices, including laptops, tablets, and smartphones, for viewing time. The introduction of Sky to the Irish market has also expanded the universe.

● These options provide a service and convenience that linear television does not including freedom from the constraints of time, place, and selection which the traditional television viewer has experienced.

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Objectives

● The main objectives of the research were:

− To determine viewing habits of the Irish market across all platforms (devices);

− To establish relative consumption levels by device.

● Further objectives included:

− To examine where each viewing device is being used;

− To evaluate when (during the course of the day) each device is used;

− To determine the content viewed across platforms;

− To examine activities engaged in while viewing;

− To explore the viewing habits of the younger generation.

What does the current viewing landscape look like?

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Research Methodology

● In home, face-to-face survey with 1,000 audio-visual content viewers.

● The sample excluded those who had not viewed any audio-visual content yesterday. Therefore, figures are a reflection of yesterday’s population of audio-visual content consumers.

● Fieldwork conducted w/c 26th November - 20th December, 2012.

● CAPI (Computer-Assisted Personal Interviewing) provided advantages including:

− faster turnaround of results

− interviewer error reduced due to automatic routing

− elimination of data entry phase

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Research Methodology – Audio-Visual Content Defined

● For the purposes of this study, audio-visual content was defined to participants by interviewers as:

− Any moving, audible material presented on a screen of any kind, including regularly scheduled (live) and pre-recorded (time shifted) TV shows or programs, short-form video clips, music videos, movies, box sets, DVD/VCR etc.

● Participants were told that we were interested in all of the audio-visual content viewed on any personal or communal device used for viewing, including:

− Television, DVD/VCR player, computer, laptop, tablet, mobile, games console or public screen.

● Interviewers confirmed understanding of ‘audio-visual content’ before progressing with the survey.

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Research Methodology

● Questionnaire Design

− Day after recall: respondents were asked to recall viewing activities from the previous day (yesterday)

− Device based: device (e.g. television set, laptop) basis for each question providing pointed information in relation to platform

● The nationally representative sample was comprised as follows, with disproportionate sampling for 15-34’s and a booster sample of 12-14 year olds*:

Age No. of Participants

15-34 450

35+ 450

12-14 100

Total 1,000

*At the analysis stage, corrective weights were applied to eliminate obvious demographic biases and to weight back disproportionate sampling to known profile population according to latest CSO estimates.

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Sample Profile

Male

Female

15-24

25-34

35-54

55+

Dublin

Rest of Leinster

Munster

Conn/ Ulster

Base: All Respondents 15+: 912

Gender%

Age%

Region%

AB

C1

C2

DE

F

Social Class%

Housekeeper%

Resp./ shared

Other person

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A Bit About This Report …

● First, findings will be explored based on respondent figures (proportions of the sample which indicated use/activity).

● Then, findings based on time-weighted data will be presented.

− Time-weighted data is based on the aggregation of all answers given for each time segment, multiplied by the relevant number of minutes for each segment.

● Please note these icons at the bottom of each page which indicate “respondent” or “time-weighted” data.

Respondent Based

Time-Weighted

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Legends

Television Set

Laptop

Desktop Computer

Tablet

Mobile Phone

Games Console*

Out Of Home Screen

At Own Home

Someone’s Else’s Home

Commuting

At Work

Socially

Public Space

DVD

PaidFor

Rec.TV

LiveTV

FromPlayers

ShortFormVideo

Any other

internet

Live TV

Recorded TV

Paid For Subscription Service

DVD

From Players (RTE Player, 3 Player, 4OD SkyGo)

Short Form Video (e.g. You Tube, Facebook etc.)

Any other downloaded audio-visual content from internet

School/College

Digital Player(Apple TV)

*Games console as used for viewing audio-visual content not game playing

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Respondent Based Findings

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Devices

● 97% of Irish adults watched audio-visual content on a TV set yesterday.

● 15% watched content yesterday on another device in addition to a TV set (rising to 26% amongst 15-34 year olds).

● Beyond the TV set, laptops are by far the most popular devices for viewing content.

Summary Points

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Devices On Which Audio-Visual Content Was Viewed Yesterday – Summary

On A TV Set

On Other Device In Addition To TV Set

Only On Other Device (Not TV Set)


12-17 yrs 94% 29% 6%

15-34 yrs 94% 26% 6%

35-54 yrs 98% 10% 2%

55+ yrs 98% 6% 2%

H’keeper with kids 97% 14% 3%

15+

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Devices On Which Audio-Visual Content Was Viewed Yesterday By Device


Q.1 Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday?

*Caution: Small Base Size

Public

Most viewed location

While majority of viewing is in own home, 38% view on tablet outside of home

outside

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Reach – Devices On Which Audio-Visual Content Was Viewed Yesterday


Q.1 Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday?

15+ yrs

12-17 yrs

15-34 yrs

35-54 yrs

55+ yrs

H’keeperwith kids

% % % % % %

TV set 97 94 94 98 98 97

Any other device 18 35 32 12 8 17

Laptop/notebook 10 13 17 8 5 11

Desktop 2 4 1 4 1 3

Tablet 2 6 5 1 - 1

Mobile phone 6 9 10 5 1 4

Games console 2 10 5 * - 1

Out of home screen 1 1 1 1 1 2

*=<0.5%

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Index Of Device Used For Viewing Content Yesterday By Key Audience


12-17 15-34 35-54 55+ Male FemaleH’keeper with kids

% % % % % % %

TV Set 98 96 100 101 98 99 101

Laptop 126 163 73 49 113 88 109

Desktop 194 55 194 46 111 88 156

Tablet 299 237 36 - 62 138 75

Mobile Phone 149 179 83 17 121 81 64

Games Console 474 255 16 - 158 44 65

Digital Player (Apple TV) - 278 - - 143 63 -

Out of Home Screen 64 72 122 108 146 56 188

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Index Of Device Used For Viewing Content Yesterday By Key Audience


12-17 15-34 35-54 55+ Male FemaleH’keeper with kids

TV Set 98 96 100 101 98 99 101

Laptop 126 163 73 49 113 88 109

Desktop 194 55 194 46 111 88 156

Tablet 299 237 36 - 62 138 75

Mobile Phone 149 179 83 17 121 81 64

Games Console 474 255 16 - 158 44 65

Digital Player(Apple TV) - 278 - - 143 63 -

Out of Home Screen 64 72 122 108 146 56 188

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Yesterday Television Set Viewers

Male

Female

15-24

25-34

35-54

55+

Dublin

Rest of Leinster

Munster

Conn/Ulster

Base: All TV Users 15+: 878

AB

C1

C2

DE

F

( ) Total Sample

(49)

(51)

(16)

(35)

(21)

(28)

(28)

(27)

(27)

(18)

(13)

(22)

(30)

(8)

Gender%

Region%

Social Class%

Housekeeper%

(27) Resp./ shared

Other person

(68)

(32)

Age%

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Yesterday Laptop Viewers

Base: All Laptop Users 15+: 99

(49)

(51)

(16)

(35)

(21)

(28)

(28)

(27)

(27)

(18)

(22)

(30)

(8)

( ) Total Sample

(68)

(32)

(13)

(27)

Male

Female

15-24

25-34

35-54

55+

Dublin

Rest of Leinster

Munster

Conn/Ulster

AB

C1

C2

DE

F

Resp./ shared

Other person

Gender%

Age%

Region%

Social Class%

Housekeeper%

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Yesterday Mobile Phone Viewers

Base: All Mobile Phone Users 15+: 55

(49)

(51)

(16)

(35)

(21)

(28)

(28)

(27)

(27)

(18)

(22)

(30)

(8)

Male

Female

15-24

25-34

35-54

55+

Dublin

Rest of Leinster

Munster

Conn/Ulster

( ) Total Sample

Gender%

Region%

Social Class%

Housekeeper%

(68)

(32)

(13)

(27)

AB

C1

C2

DE

F

Resp./ shared

Otherperson

Age%

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Yesterday Desktop Viewers

Male

Female

15-24

25-34

35-54

55+

Dublin

Rest of Leinster

Munster

Conn/Ulster

Base: All Desktop Users 15+: 18*

(49)

(51)

(16)

(35)

(21)

(28)

(28)

(27)

(27)

(18)

(22)

(30)(8)

( ) Total Sample

Gender%

Region%

Social Class%

Housekeeper%

(68)

(32)

(13)

(27)

AB

C1

C2

DEF

Age%


Resp./ shared

Otherperson

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Yesterday Tablet Viewers

Male

Female

15-24

25-34

35-5455+

Dublin

Rest of Leinster

Munster

Conn/Ulster

Base: All Tablet Users 15+: 24*( ) Total Sample

(49)

(51)

(16)

(35)

(21)

(28)

(28)

(27)

(27)

(18)

(22)

(30)(8)

Gender%

Region%

Social Class%

Age%

AB

C1

C2DE

F

Housekeeper%

(68)

(32)

(13)

(27)

Resp./ shared

Otherperson


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Yesterday Games Console Viewers

Male

Female

15-24

25-34

35-5455+

Dublin

Rest of Leinster

Munster

Conn/Ulster

Base: All Game Console Users 15+: 25*

(49)

(51)

(16)

(35)

(21)

(28)

(28)

(27)

(27)

(18)

(22)

(30)

(8)

( ) Total Sample

Gender%

Region%

Social Class%

Age%

(13)

(27)

Housekeeper%

(68)

(32)

Resp./ shared

Otherperson


AB

C1

C2

DE

F

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Live TV

● 94% of respondents viewed Live TV yesterday.

● The vast majority of Live TV is viewed on a TV set at home.

Summary Points

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How Many Watched Live TV Yesterday

Q.4 Which of the following did you view on <device> yesterday?

Mentions <1% not shownBase: All Respondents 15+: 912

Live TV By DeviceLive TV By DeviceLive TV On Any DeviceLive TV On Any Device

*Note: multicode

94% viewed Live TV

yesterday

12-17 yrs

15-34 yrs

35-54 yrs

55+ yrs

H’keeperwith kids

Viewed Live TV Yesterday

93% 89% 95% 98% 92%

Viewed Live TV Yesterday On …

TV Set 92%

Laptop 3%

Mobile Phone 1%

Tablet 1%

Out Of Home Screen 1%

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Time-WeightedFindings

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Device Viewing By Location & Format

● 216 minutes of audio-visual content is viewed in a typical day.

● TV Set is the most popular device (192 minutes); Own Home is the most popular location (202 minutes); and Live TV is the most popular format (182 minutes).

Summary Points

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Legends

At own home

Someone’s else’s home

Commuting

At work

Socially

Public spacePublic

DVD

PaidFor

Rec.TV

LiveTV

FromPlayers

ShortFormVideo

Any other

internet

Live TV

Recorded TV

Paid for subscription service

DVD

From Players (RTE Player, 3 Player, 4OD SkyGo)

Short form video (e.g. You Tube, Facebook etc.)

Any other downloaded audio-visual content from internet

School/College

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Total Pie Of Viewing Minutes

Q.2 You mentioned you viewed audio/visual content on a [device] yesterday, can you identify all of the times you viewed audio/visual content on a [device] yesterday?

216 minutes of audio-visual

content viewed on average each

day


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Viewing Minutes – Device Share Of Viewing

Device Share Of Viewing

Q.2 You mentioned you viewed audio/visual content on a [device] yesterday, can you identify all of the times you viewed audio/visual content on a [device] yesterday?

Base: All Responses 15+

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Viewing Minutes – Format Share Of Viewing

Format Share Of Viewing

Q.4 Which of the following did you view on the [device] yesterday?

Base: All Responses 15+

35


1.5%TV

some-one

else’s home

1.5%TV

some-one

else’s home

0.9% TV

at work

0.9% TV

at work

Television setLaptopDesktop computerTabletMobile phoneGames consoleOut of home screen

0.6%mobile

ownhome

0.6%mobile

ownhome

4.6% laptop at home4.6% laptop at home

0.4% desktopat work

0.4% desktopat work

0.1% out of home screen at work

0.1% out of home screen at work

0.7% TV

socially

0.7% TV

socially

0.8% laptop at work

0.8% laptop at work

0.2% laptop someone else’s home

0.2% laptop someone else’s home

0.2% mobile commuting

0.2% mobile commuting

0.5%tabletown

home

0.5%tabletown

home

0.1% mobile in a public space

0.1% mobile in a public space

0.2%tablet commuting

0.2%tablet commuting

0.3% mobile at work

0.3% mobile at work

0.1% TV in a public space

0.1% TV in a public space

0.9%games

consoleown home

0.9%games

consoleown home

1.1% desktop

own home

1.1% desktop

own home

0.4% TV

other

0.4% TV

other0.2% laptop

someone else’s home

0.2% laptop someone

else’s home

0.3% mobile


0.3% mobile


0.2% out of home

screenin a public

space

0.2% out of home

screenin a public

space

85.4%TV at home

85.4%TV at home

Share Of Viewing Minutes– Device By Location


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Share Of Viewing Minutes – Device By Location


TV Set Laptop Mobile Phone Desktop Tablet Games ConsoleOut of Home

Screen

% % % % % % %

Own home 85.4 4.6 0.6 1.1 0.5 0.9 -

Someone else’s 1.5 0.2 0.3 - * * -

Commuting - * 0.2 - 0.2 - -

At work 0.9 0.8 0.3 0.4 * - 0.1

School/College * - * - * - *

Socially 0.7 - * - * - *

Public space 0.1 - 0.1 - * - 0.2

Other 0.4 - - - - - -

*=<0.5%

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Viewing On Television Set – Location & Format?

96% 2% 1% 1%

DVDPaidFor

Rec.TV

LiveTV

92% 6% 1% 1%

Q.3 Where did you view content on the [device] yesterday?Q.4 Which of the following did you view on the [device] yesterday?

Base: All TV Set Users 15+

38


Viewing On Any Other Device (Not Television Set)– Location & Format?

71% 14% 6% 4%

DVDPaidFor

Rec.TV

LiveTV

25% 22% 17% 11%


Base: All Any Other Device Users 15+

Public

1% 1%4%

FromPlayers

Any other

internet

ShortFormVideo

Other

9% 7% 5% 4%

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Viewing On Laptop – Location & Format?

82% 4% 1% 13%

FromPlayers

Rec.TV

28% 12% 11% 16%

Any other

internet

17%

ShortFormVideo

LiveTV

Base: All Laptop Users 15+


*Format <10% not shown

40


Viewing On Mobile Phone – Location & Format?

Public

39% 18% 17%15% 9%

16% 12% 38% 23%

Rec.TV

Any other

internet

ShortFormVideo

LiveTV

Base: All Mobile Phone Users 15+


*Format <10% not shown*Location <8% not shown

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Viewing On Desktop Computer – Location & Format?

73% 27%

7% 14% 46% 11%

Rec.TV

PaidFor

ShortFormVideo

LiveTV

Base: All Desktop Users 15+ *Format <5% not shown


18%

Any other

internet

*Caution: Small Base Size (18)

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Viewing On Tablet – Location & Format?

62% 20% 7% 4%

DVDRec.TV

LiveTV

36% 24% 17% 13%


Base: All Tablet Users 15+

Public

2% 1%4%

FromPlayers

Any other

internet

ShortFormVideo

8% 1%

*Caution: Small Base Size (18)

43


Viewing Minutes By Key Audiences

● Younger (15-34) adults spend less time viewing content on a TV set than average (176 minutes per day vs. an average of 192 minutes), but almost reach the average when all devices are taken into account (215 minutes per day vs. an average of 216 minutes).

● Younger viewers (15-34 years) are also more likely than viewers generally to consume beyond Live TV, viewing more Recorded TV, DVD and content from Players.

Summary Points

44


Device Used For Viewing By Key Audience

15+ yrs

12-17Yrs

15-34Yrs

35-54Yrs

55+yrs

H’keeper with kids

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

TV Set 192.3 (89%) 141 (79%) 176 (82%) 189 (90%) 218 (96%) 191 (89%)

Laptop 12.1 (6%) 14 (8%) 19 (9%) 10 (5%) 6 (3%) 12 (6%)

Mobile Phone 3.4 (2%) 5 (3%) 6 (3%) 2 (1%) - 2 (1%)

Desktop 3.3 (2%) 2 (2%) 1 (*) 7 (3%) 1 (*) 6 (3%)

Tablet 1.8 (1%) 6 (3%) 4 (2%) 1 (*) - 1 (*)

Games Console 2.1 (1%) 10 (6%) 6 (3%) * - 2 (1% )

Out of Home Screen .9 (*) * 1 (*) 1 (*) 1 (*) 2 (1%)

Base: All Responses 15+ *=<0.5%

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Format Of Viewing By Key Audience

15+ yrs

12-17Yrs

15-34Yrs

35-54Yrs

55+yrs


No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

182 (84%) 138 (76%) 166 (77%) 177 (84%) 210 (93%) 176 (81%)

Any Other Format (Not Live TV) 34.3 (16%) 43 (24%) 49 (23%) 34 (16%) 16 (7%) 40 (19%)

14.2 (7%) 15 (8%) 20 (9%) 12 (6%) 10 (4%) 18 (8%)

2.6 (1%) 7 (4%) 5 (2%) 2 (1%) 1 (*) 2 (1%)

5.2 (2%) 7 (4%) 7 (3%) 6 (3%) 2 (1%) 8 (4%)

4.8 (2%) 3 (2%) 8 (4%) 5 (2%) 1 (*) 5 (2%)

2.2 (1%) 1 (1%) 3 (1%) 1 (*) 3 (1%) 2 (1%)

4.8 (2%) 7 (4%) 6 (3%) 5 (2%) 1 (*) 4 (2%)

1 (*) 3 (2%) 1 (*) 2 (1%) - 2 (1%)


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Location Of Viewing By Key Audience

15+ yrs

12-17Yrs

15-34Yrs

35-54Yrs

55+yrs


No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

No. of Mins/Share %

Own home 201.6 (93%) 166 (92%) 190 (89%) 200 (95%) 219 (97%) 206 (95%)

Someone else’s 4.5 (2%) 10 (6%) 10 (5%) 1 (*) 2 (1%) 3 (1%)

Commuting .9 (*) 2 (1%) 2 (1%) * - *

At work 5.3 (2%) - 6 (3%) 5 (2%) 4 (2%) 2 (1%)

School/College * * * * - *

Socially 1.6 (1%) 1 (1%) 4 (2%) 1 (*) * *

Public space 1.1 (1%) 1 (1%) 2 (1%) 1 (*) * 2 (1%)

Other .8 (*) - - 2 (1%) - 2 (1%)


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Share Of Minutes – Device By Format


TV Set Laptop Desktop Tablet Mobile Phone Games ConsoleDigital Player

(Apple TV)Out of Home

Screen

% % % % % % % %

81.4 1.6 0.1 0.3 0.2 0.1 0.1 0.4

5.4 0.6 0.2 0.1 0.2 - * *

0.1 0.8 * 0.1 * 0.2 * -

* 0.2 * - 0.1 * * -

0.5 0.9 0.7 0.1 0.6 * * -

1.3 0.4 * * * * * -

0.1 0.9 0.3 0.2 0.4 0.1 * -

0.1 0.2 - - * 0.2 * -

*=<0.5%

48


Other Activities Engaged In

● Almost half of the time (49%) we do not do anything else while watching the TV set. Same for mobile (48%). While on the laptop, we are somewhat more likely to be active, with only 35% not engaged in any other activity.

● Just 1% of content is viewed simultaneously with another form of content.

Summary Points

49


Proportion Of Time Spent On Other Activities While Viewing On Television Set

Q.5 Which of the following activities, if any, were you also engaged in while viewing audio/visual content on the <device>?

*Mentions <1% not shown

TV Set

Base: All TV Set Users 15+: 878

% Of Minutes Spent On Activity

50


Proportion Of Time Spent On Other Activities While Viewing On Laptop



Laptop

Base: All Laptop Users 15+: 99


51


Proportion Of Time Spent On Other Activities While Viewing On Mobile Phone



Mobile

Base: All Mobile Phone Users 15+: 55


52


Simultaneous Viewing

● 3% of respondents viewed audio-visual content simultaneously on any 2(+) devices yesterday.

● TV set, laptop and mobile are devices most often used for simultaneous viewing.

● 1% of total daily viewing is spent simultaneous viewing.


53


Profiles

54


Overall Profile – Male

Base: All Males 15+: 446

Location%

Viewing on Television SetViewing on Television Set

Format%

Ownhome

Someone else’s home

WorkSocially

Public spaceOther

Live TV

Rec. TVDVD

Paid for service

217.5 average minutes viewing daily217.5 average minutes viewing daily

Q.1 / Q.2 / Q.3 / Q.4

*Devices <1% not shown

55


Overall Profile – Female

Location%


Format%

Ownhome


Work

Live TV

Rec. TVDVD

Paid for service

215 average minutes viewing daily215 average minutes viewing daily

Q.1 / Q.2 / Q.3 / Q.4

Base: All Females 15+: 466*Devices <1% not shown

56


Overall Profile – 15-34 Year Olds

Location%


Format%

Ownhome


WorkSocially

Public space

Live TV

Rec. TVDVD


Q.1 / Q.2 / Q.3 / Q.4

Base: All 15-34 Year Olds: 442 *Devices <1% not shown

57


Overall Profile – 35-54 Year Olds

Location%


Format%

Ownhome


SociallyOther

Live TV

Rec. TVDVD

Paid for service


Q.1 / Q.2 / Q.3 / Q.4

Base: All 35-54 Year Olds: 270*Devices <1% not shown

58


Overall Profile – 55+ Year Olds

Location%


Format%

Ownhome


Work

Live TV

Rec. TVPaid for service

225.7average minutes viewing daily225.7average minutes viewing daily

Q.1 / Q.2 / Q.3 / Q.4

*Devices <1% not shown Base: All 55+ Year Olds: 200

59


Overall Profile – Housekeeper/Shared

Location%


Format%

Ownhome


WorkSocially

Live TV

Rec. TVDVD

Paid for service


Q.1 / Q.2 / Q.3 / Q.4

Base: All Head of Households: 592*Devices <1% not shown

60


Overall Profile – Non-Housekeeper

Location%


Format%

Ownhome


SociallyWork

Live TV

Rec. TVDVD


Q.1 / Q.2 / Q.3 / Q.4

*Devices <1% not shown Base: All Non-Head of Households: 320

61


Overall Profile – Housekeeper/Shared With Kids

Base: All Head of Households/Shared With Kids: 290

Location%


Format%

Ownhome


WorkSocially

Other

Live TV

Rec. TVDVD

Paid for service


Q.1 / Q.2 / Q.3 / Q.4


62


Overall Profile – Housekeeper/Shared Without Kids

Base: All Head of Households/Shared Without Kids: 302

Location%


Format%

Ownhome


Socially

Live TV

Rec. TVDVD

Paid for service

225.1average minutes viewing daily225.1average minutes viewing daily

Q.1 / Q.2 / Q.3 / Q.4


63


Conclusions

64


Conclusions

Now

●Adults in Ireland still prefer to watch TV at home, which accounts for 85.4% of all audio-visual content consumed.

●Outside of TV at home, laptop at home viewing is next most popular, accounting for 4.6% of content consumed. Beyond TV at home and laptop at home, the viewing market begins to fragment with, interestingly, watching a TV set in someone else’s home (1.5%) the third most popular device/location combination.

●Mobiles and tablets combined accounted for 2.2% of viewing, with most of this taking place at home or in someone else’s home. Just 0.5% of all viewing can be classified as pure mobile (in other words mobile or tablet while commuting, out socially or in a public space).

65


Conclusions

The Future

●While the TV set accounts for the majority of audio-visual minutes viewed, consumption via other devices is likely to grow with advances in technology, accompanied by an increase in technology literacy and greater affordability.

●3% of Irish adults rely solely on a device other than a TV set to view content in a typical day, with this figure rising to 6% of those aged 15-34.

●A further 15% of adults consume content on another device in addition to a TV set, and this rises to 29% for 15-34s. It will be interesting to see if these new behaviours are carried with them as they grow older.

●So far, new devices are being used to view content at home more than out of home. The future may be mobile, but for audio-visual content, it is not here yet for the vast majority of consumers.

tam ireland viewing habits

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