The Media Briefing
The dust has by no means settled when it comes to the changing mix of devices and methods people in the UK use to consume content, if Ofcom’s latest communications market report is anything to go by.
As usual it’s packed with useful survey data that helps answer some of the questions publishers have about the way in which their consumers approach media in the digital age, so we’ve picked out six of the most important points. The full reportis worth reading for more detail, however.
1. A laptop still most important device for connecting to the internet
Overall across all internet users, a laptop was considered the most important device for connecting to the internet, according to 40 percent of respondents. However, more respondents said a smartphone was more important than a desktop for getting online – 23 percent to 20 percent, respectively.
Only 15 percent of respondents said a tablet was the most important device, up from 8 percent in 2013.
Those tablet stats almost double however when just looking at those people who actually have a tablet.
2. Newspapers won’t be missed
Given TheMediaBriefing’s raison d’étre, we’re pretty attached to newspapers and magazines.
However, the wider population doesn’t seem so sentimental, with just two percent of respondents saying a newspaper would be form of media they would miss the most.
Unsurprisingly, watching TV tops the leaderboard for most-missed media (42 percent), but smartphone use comes in second, with 22 percent of respondents saying they would miss it the most.
3. Less time is spent listening to radio
More time is spent per day using TV, the internet, and mobile phones, but consumers are spending less time per day using the radio, which has dropped from 172 to 166 minutes in the last 5 years.
Consumers are now spending an average of 68 minutes a day using the internet on a PC or laptop, and only 28 minutes a day on a mobile phone, which seems a little low, but the averages are probably skewed by older age groups that still use traditional consumption forms like TV and radio and eschew more digital alternatives.