Consumer behaviour in the UK: results from IPA TouchPoints 2

This article discusses the findings of the IPA's TouchPoints 2 survey, which aims to provide an insight into the media use of an average adult in the UK in 2008.

UK consumer behaviour: single source results from IPA TouchPoints 2

Stephen Whiteside WARC Online

Television remains the UK’s most frequently-used medium, but “smart” personal video recorders are transforming viewing habits, particularly among 15-24 year-olds. Such was one of the findings of the Institute of Practitioners in Advertising’s second wave of Touchpoints Hub, a single-source overview of UK media usage and consumer habits.

Touchpoints found the average adult Briton spent almost a quarter of his or her waking time watching television, an increase on the survey's previous figure. This amounted to an...

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