Great Britain is a nation of interactive TV users, and the idea of the passive viewer is fading fast, with much of the population going online while watching TV.
That’s according to findings from video search engine blinkx. New research shows nearly 70 percent of online British adults who watch television (69 per cent) go online while doing so,
Some 21 per cent of 16-24 year olds always use the Internet while watching TV.
More adults who surf the web for content related to what they’re watching on TV are searching for products which appeared in the show (30 per cent) than products advertised during programming (27 per cent)
There is a healthy appetite for full-length film, TV shows and sporting events online, with 19 percent of all online adults typically watching such content online
News (27 per cent) and comedy (22 per cent) lead the way for the types of video and television content being watched online
The results from the survey revealed the nation wants to find out more about what they’re watching, while watching it.
Interestingly, even the Golden Oldies of Great Britain also ‘two time,’ with 50 percent of Silver Surfers aged 55 years old and up going online while watching TV.
The results also gave insight into the difference between consumers’ reaction to programmed advertising and products used during the shows.
Of those online and surfing the web for related content whilst watching TV, 30 percent search for products or services which appeared in the programme they were watching.
The results for those searching for products advertised during the programming were slightly lower however, with 27 per cent of viewers looking for advertised products.
Industry watchers will not be surprised to hear that the advent of TV and video content online is being readily accepted.
Fifty-one percent of online British adults are watching such content online, which is encouragingly high, with one in five (19 per cent) watching full length TV shows, movies or sporting events online.
When looking at the content being watched, there is an intriguing gender split – although few will be surprised that more men are watching sports (27 per cent) than women (8 per cent).
However, when it comes to current affairs, more men (31 per cent) are regularly watching news online than women (22 per cent).
Finally, it seems the younger generation have a healthier sense of humour online, with 34 per cent of 16-24 year olds watching comedy content online, against just 16 per cent of those over the age of 55.
Founder and CEO, blinkx, Suranga Chandratillake, said that Internet surfing was now challenging the way we watch television.
He added, “The U.K. no longer wants to be a nation of passive viewers. They want to find out as much information as possible, and want to discover this through the Internet at the same time as they are watching the content on the television.”
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