Brits watch 3.7 hours of TV per day, listen to the radio for 2.1 hours and access the internet for 1.8 hours, according to the Institute of Practitioners in Advertising’s (IPA) new TouchPoints3 Hub survey.
The survey, which describes a week in the life of a representative sample of the adult population in Britain, also reveals that TV remains the dominant medium for all adults in terms of average hours consumed per day (3.7). It has a weekly reach of 98% while radio is listened to for an average of 2.1 hours a day with a 89% reach.
As for the internet, Brits are spending 38% more time online, thanks to the abundance of social media sites.
The average Brit spends 1.8 hours a day online, representing a 75% reach. Just less than 40% of adults are indulging in social networking each week for about an hour – some admitting to be logging on during work hours.
Social networking takes place throughout the whole day but peak time for people to social network is between 6.30pm and 10pm in the evening when 3 to 3.5% of adults claim to be active – about a third of these also claim to be watching the TV at the same time.
In the UK, 35% of all adults claim to use Facebook each week – up from 16% in 2008. For 15-24s Facebook’s weekly reach is 79% – up from 39% in 2008. Only 4% of adults claim to use Twitter once a week or more whilst the comparative weekly reach figure for Linkedin is 1.4%.
Emailing is still the dominant internet activity accounting for a 20% share of all internet activity. The next largest activity is using the internet for work which takes a 16% share. In terms of access, 16% of all adults and 34% of 15-24s use their mobile phones to access the internet each week.
Over the survey period, adults spend 75% talking or chatting face-to-face, down from 77% in 2008 and 81% in 2006. SMS texting and picture messaging has grown though to a 4% share while the time spent writing to someone on paper has fallen to just 1%.
Back to TV and the survey revealed only minor changes in the levels of TV viewing (-5%), radio listening (+1%) and reading (-5%) since 2008. Any marginal decline in consuming each medium through traditional means have been more than compensated for by the growth in their consumption through their digital platforms.
Watching TV online and watching video online is done by just less than 20% of adults each week for about a quarter-of-an-hour a day.
The BBC continues to be the dominant supplier of media with a reach of 98% via its TV, radio, online and magazine properties. In comparison, Sky only reaches about half that number.
In terms of economic data, 62% of adults think the 2010 Olympics will be good for Britain, and 54% of all adults agree that they have tightened their belts significantly in the last two years.
And there’s no denying that the effects of the recession are visible within the survey’s results with 33% of Brits agreeing that they work longer hours these days, 44% agreeing they are more stressed and 23% feeling that there is little they can do to change their lives.
TouchPoints was first launched in 2006, followed by a second survey in 2008 and now the third survey in 2010. It has been emulated by many countries around the world, including France, Italy, the Netherlands, Switzerland and now the USA.
The IPA TouchPoints3 was conducted by Ipsos MediaCT.
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