Mobile device use for watching TV in the UK increased by around 20% in the last year – but still accounts for only 1.5% of all TV viewing, new figures show.
TV marketing body Thinkbox reports that mobile viewing rose from 1.2% of all viewing in 2012. Most mobile viewing is on-demand through catch-up services like BBC iPlayer and Sky Go. Live TV viewing saw a small drop. It says that mobile TV viewing in the UK accounts for an average of 3 minutes and 30 seconds each day – making an average of three and a half hours a month.
Of the estimated 58% of households that own DVRs, viewers watched 83.8 % live. Eight in 10 of all time-shifted viewing is watched within two days of recording.
Thinkbox predicts that the increased popularity connected TV sets will mean that some on-demand viewing will move back to the main TV set. It says that average recorded and playback TV viewing in the UK will settle at around 15-20% of total linear viewing, once all households can digitally record TV programmes.
Thinkbox managing director Lindsey Clay said: “We know that people watch live TV and on demand TV for different reasons. They co-exist and together are helping TV to grow as a medium. People’s ongoing enthusiasm for TV, and their growing enthusiasm for embracing new ways to watch it, is great news for advertisers, who don’t always get the recognition they deserve for contributing to TV’s health and expansion.”