LONDON: Television consumption in the UK is being aided rather than damaged by the proliferation of online and mobile media usage, a new study from Motorola has suggested.
According to the firm's latest Media Engagement Barometer, 92% of Britons have gone online to discuss a TV show, while 29% are regularly watching TV on a laptop, tablet PC or smartphone. The laptop was the most commonly-used of these mobile devices.
Crucially, a majority (63%) of those polled have discussed a TV show online, often on Facebook or Twitter, as they were watching it – with the online tool deepening their engagement with the show rather than distracting them from it.
This contributes to the typical UK viewer watching around 14 hours of TV per week. When compared to other countries measured by Motorola, this means that Britain has the highest TV consumption in Europe.
Tom Satchwell, marketing director for home business at Motorola, said: "From the findings, the picture that emerges for British viewers is a nation that loves its television, certainly more so than its European neighbours."
He added: "Our study suggests [TV is] still holding its own and that many people are merging their surfing and viewing habits, fusing social media with viewing and creating new possibilities for programme makers and advertisers to interact with them."
The Motorola report also indicated that the typical British web user goes online for around 18 hours per week.
Data sourced from Motorola; additional content by Warc staff