UK embraces TV and internet as favourite media sources

New research into where UK audience loyalty lies in terms of media consumption has revealed that TV remains ahead, with online consumption showing the most recent growth in progress.

A new eMarketer report, entitled “UK Time Spent with Media: Digital Usage Traverses Traditional Platforms,” highlights that the increasing number of devices available to consume TV through, as well as conduct favourite online activities on, has meant both online and TV media consumption remain high among UK audiences.

UK adults reportedly spend around 4 hours a day watching TV and 1.75 hours online.

People are increasingly taking advantage of being able to browse the internet and watch their favourite programmes almost whenever and wherever they like, and eMarketer is estimating that 50% of users in the UK will eventually view mobile video content on their devices in 2013.

As the report points out: “The challenge for marketers lies in reaching people effectively without adding to their “bandwidth.” Many UK consumers may already be at, or close to, the saturation point when it comes to media consumption.”