Post on 26-Jan-2015
description
Presented by Matt Jacobs
Opticomm Media Ltd7 Midford Place, London W1T 5BG
T 0207 874 6573 M 07801 371434E paul@opticomm.co.ukW www.opticomm.co.uk
VOD insights from IPA Touchpoints 3
27th July 2010
Summary
VOD users between the ages of 15 – 24 are more likely* to agree with:
- Catch up has transformed my viewing- I use it to catch up on programmes I have missed- I am happy to watch adverts (on VOD)
Users aged 15-24 claim to watch more TV online*
Watching TV online is still a low in average time spent and reach when compared to other media
Online TV viewing peaks follow other online media activity closely (e.g downloading music /streaming movies)
*More likely than “All adults”
IPA Touchpoints 3. Def/tend agree with relevant statements. Proportion watched online calculated by weighting respondent estimates.
36
56
Proportion of TV watched online
I'm happy to watch adverts (on VOD)
I use it to catch up on programmes I have
missed
Catch-up TV online sites has transformed my viewing
15-24All adults
50
12.5
16
34
30
4.5
IPA Touchpoints 3 VOD questions
Wii Nintendo DS PS2 Xbox 360 PS3 PSP Xbox
WebsitesChatOnline TV
VOD on gaming consoles
IPA Touchpoints 3. Activities undertaken on consoles as a function of console ownership (not directly related to individual consoles)
HH owning: 27% 25% 21% 13% 10% 10% 6%
PS3 owners are more likely to watch online TV than other activity but only has 10% household penetration
Online TV vs Other media
Average hours
% R
each
Source: Touchpoints 2010 - Adults
- Watching TV online has the lowestaverage hours spent and reach out ofall other media measured in Touchpoints 3
- The only comparable medium is Magazines where it shares a similar dwell time but has 30% more reach.
VOD viewing over the day vs other online media activity
Average % of 15-24s
Time of day
Source:Touchpoints 2010 – 15-24sBase: All Media use per day
- 15 – 24 year olds watch TV online at similar times to performing other online activities such as downloading music and watching movies online.
- This suggests that VOD viewing is still considered an internet activity like downloading music rather than following a similar pattern to broadcast TV
Source: Touchpoints 2010 - Adults