Ofcom's 2006 annual report, looking at the way people use the media uncovers some interesting trends - useful for anyone establishing where they should be putting their advertising budgets if nothing else.
In general, more people than ever are taking advantage of broadband and digital opportunities: making phone calls over the internet (VoIP), accessing radio stations via the TV and watching their favourite programmes on the mobile. With satellite suppliers now offering bundled packages covering broadband and satellite provision, more households are taking advantage of faster internet links - 53% of households now have broadband connectivity.
Here are the risers and fallers in 2006:
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Average daily internet use | 36 minutes | Up 158% from 2002 |
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Average daily mobile use | 4 minutes | Up 58% from 2002 |
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Average daily TV viewing | 3 hours, 36 minutes | Down 4% from 2002 |
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Average daily radio use | 2 hours, 50 minutes | Down 2% from 2002 |
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Average daily land-line phone use | 7 minutes | Down 8% from 2002 |
Compare these figures with advertising spend in 2006 (against 2005 figures):
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Internet advertising | Up 47% |
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TV advertising | Down 4.7% |
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Radio advertising | Down 7.8% |
If trends continue, advertisers will continue to focus more of their budgets on online and mobile media - especially with the increase in sales of DVRs and consumers' ability to fast forward through ads.
It comes as no surprise that digital use is expanding across the British population:
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25-34 age group | Women account for 55% of online time |
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65+ age group | 16% of this age group spent 42 hours online - more than any other age group |
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11 year olds | More than 75% have a TV, games console and mobile |
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13-15 year olds | 15% have their own webcam |
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10 year olds | 7% have their own webcam |
Overall, the cost per household for communication services has fallen. In 2005, monthly spend per household was £94.03. In 2006 this figure had fallen to £92.65.
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