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Multichannel vs Terrestrial Household Lifestyles - UKPublished by: Mintel International Group Ltd. Published: Jul. 1, 2004 - 215 Pages Table of ContentsIntroduction and Abbreviations Definitions Abbreviations Summary of Key Report Findings Freeview pushes multichannel penetration past 50%... ...although satellite remains dominant Market currently highly competitive A nation of telly addicts Terrestrial viewers favour news and current affairs... ...while films win on multichannel TV DVD player penetration soars Independent holidays gain in popularity Football still tops the league Personal finance remains a hot topic Working hard, playing hard Increase in negative perceptions of pay-TV One in ten are Pay-TV Fans Types of viewer Multichannel viewers enthusiastic purchasers More customers, more channels, more competition Market Background Multichannel TV DTH operating statistics BSkyB Figure 1: BSkyB: UK residential operating statistics, 2003 and 2004 Free-to-view (FTV) digital satellite Figure 2: FTV digital satellite, 2003 and 2004 Introduction of FTA satellite Cable operating statistics ntl:home Figure 3: ntl UK residential operating statistics, 2003 and 2004 Telewest Figure 4: ntl UK residential operating statistics, 2003 and 2004 DSL TV operating statistics HomeChoice Figure 5: HomeChoice residential operating statistics, 2003 and 2004 Kingston Interactive Television Figure 6: KIT residential operating statistics, 2003 and 2004 DTT operating statistics Freeview Figure 7: DTT residential operating statistics, 2003 and 2004 Top Up TV Multichannel penetration Figure 8: UK multichannel households, by platform, 1998-2004 Multichannel penetration Figure 9: Penetration of UK multichannel households, by platform, 2001-04 Market shares Figure 10: Share of UK multichannel households, by platform, 2001-04 Figure 11: Share of UK digital households, by platform, 2001-04 TV Viewing Habits Figure 12: Annual shares of viewing (individuals), by channel, 1997-2003 More people admit to watching for longer Figure 13: Weekday television viewing, 2001-03 Satellite/cable/digital TV viewing on the increase Figure 14: Weekly satellite/cable/digital TV watching, 1998-2003 Terrestrial TV viewing habits Figure 15: Programming regularly watched on terrestrial channels, May 2004 The most likely viewers of each terrestrial TV genre Figure 16: CHAID analysis of programme genres watched on terrestrial channels, May 2004 Pay-TV viewing habits Figure 17: Programming regularly watched on pay-TV channels, May 2004 The most likely viewers of each pay-TV genre Figure 18: CHAID analysis of programme genres watched on pay-TV channels, May 2004 TV Product Ownership and Viewing Habits Figure 19: Expenditure on TV sets, VCRs and DVD players, 1998-2003 Figure 20: Ownership of TV sets, 1997-2003 Figure 21: Penetration of features among new (main) TVs purchased in the past 12 months, 2000-03 Gadgets and new technology Figure 22: Agreement with the statements 'I love to buy new gadgets and appliances' and 'I try to keep up with developments in technology', 2003 TV product ownership Figure 23: TV product ownership, 2002 and 2004 TV product ownership by programming watched Figure 24: TV product ownership, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004 Figure 25: TV product ownership, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004 Figure 26: TV product ownership, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004 Figure 27: TV product ownership, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004 Figure 28: TV product ownership, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004 Figure 29: TV product ownership, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004 Figure 30: TV product ownership, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004 Figure 31: TV product ownership, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004 Holidays and Viewing Habits Figure 32: Domestic and overseas holidays and expenditure, 1998-2004 Type of holiday taken Figure 33: Type of holiday taken on last holiday, UK and abroad, 1998-2003 Booking methods Figure 34: Channels for booking a holiday, 2001 and 2003 Last holiday taken Figure 35: Last holiday taken, by type, 2002 and 2004 Most recent booking methods Figure 36: Booking method for last holiday taken, May 2004 Holiday booking via iTV Figure 37: Potential of booking a holiday or making travel arrangements via iTV, May 2004 Last holiday taken and booking methods by programming watched Figure 38: Last holiday taken and booking methods, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004 Figure 39: Last holiday taken and booking methods, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004 Figure 40: Last holiday taken and booking methods, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004 Figure 41: Last holiday taken and booking methods, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004 Figure 42: Last holiday taken and booking methods, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004 Figure 43: Last holiday taken and booking methods, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004 Figure 44: Last holiday taken and booking methods, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004 Figure 45: Last holiday taken and booking methods, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004 Sports Interest and Viewing Habits Figure 46: UK consumer spending on sports goods, 1999-2003 Figure 47: UK consumer spending on sports goods, by product category, 2000 and 2002 Attitudes towards sport Figure 48: Attitudes towards sport, 2000 and 2003 Paid-to-watch sports Figure 49: Paid-to-watch leading sports at a venue in last 12 months, 2003 Interest in sport Figure 50: Interest in sport, 2002 and 2004 Interest in sport by programming watched Figure 51: Interest in sport, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004 Figure 52: Interest in sport, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004 Figure 53: Interest in sport by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004 Figure 54: Interest in sport, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004 Figure 55: Interest in sport, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004 Figure 56: Interest in sport, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004 Figure 57: Interest in sport, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004 Figure 58: Interest in sport, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004 Personal Finance and Viewing Habits Figure 59: Trends in income, expenditure and savings, 1993-2003 Current accounts Figure 60: Value of UK personal bank accounts (MBBG only), 1997-2002 Mortgages Figure 61: Total mortgage debt and annual growth rates, 1998-2003 Figure 62: Gross advances, by type of lending, 1998-2003 Life insurance and pensions Figure 63: Household expenditure on all life insurance and personal pensions, 1998-2003 Personal finance Figure 64: Personal finance, 2002 and 2004 Personal finance by programming watched Figure 65: Personal finance, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004 Figure 66: Personal finance, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004 Figure 67: Personal finance, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004 Figure 68: Personal finance, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004 Figure 69: Personal finance, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004 Figure 70: Personal finance, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004 Figure 71: Personal finance, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004 Figure 72: Personal finance, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004 Leisure Participation and Viewing Habits Figure 73: Market size, selected leisure sectors, 1998-2003 Leisure time Figure 74: Weekday leisure activities at home, 2001 and 2003 More or less than before? Figure 75: Statements about current lifestyle compared to five years ago, August 2003 Leisure participation Figure 76: Leisure participation, 2002 and 2004 Leisure participation by programming watched Figure 77: Leisure participation, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004 Figure 78: Leisure participation, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004 Figure 79: Leisure participation, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004 Figure 80: Leisure participation, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004 Figure 81: Leisure participation, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004 Figure 82: Leisure participation, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004 Figure 83: Leisure participation, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004 Figure 84: Leisure participation, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004 Attitudes Towards Multichannel TV Figure 85: Attitudes towards pay-TV, 2001-04 Pay-TV praise Figure 86: Most positive attitudes towards pay-TV, by gender, age and socio-economic group, May 2004 Figure 87: Most positive attitudes towards pay-TV, by region, working and marital status and ACORN categories, May 2004 Figure 88: Most positive attitudes towards pay-TV, by detailed lifestage group, May 2004 Figure 89: Most positive attitudes towards pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004 Top pay-TV gripes Figure 90: Most negative attitudes towards pay-TV, by gender, age and socio-economic group, May 2004 Figure 91: Most negative attitudes towards pay-TV, by region, working and marital status and ACORN categories, May 2004 Figure 92: Most negative attitudes towards pay-TV, by detailed lifestage groups, May 2004 Figure 93: Most negative attitudes towards pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004 Other attitudes towards pay-TV Figure 94: Other attitudes towards pay-TV, by gender, age and socio-economic group, May 2004 Figure 95: Other attitudes towards pay-TV, by region, working and marital status and ACORN categories, May 2004 Figure 96: Other attitudes towards pay-TV, by detailed lifestage group, May 2004 Figure 97: Other attitudes towards pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004 Targeting Groups Figure 98: Target groups, by gender, age and socio-economic group, May 2004 Figure 99: Target groups, by detailed lifestage group and presence of children, May 2004 Figure 100: Target groups, by marital and working status, region and ACORN categories, May 2004 Figure 101: Target groups, by media usage, supermarket usage and commercial TV viewing, May 2004 Terrestrial viewing Figure 102: Target groups, by programming regularly watched on terrestrial TV, May 2004 Figure 103: Target groups, by programming regularly watched on pay-TV, May 2004 TV product ownership Figure 104: Target groups, by TV product ownership, May 2004 Holidays and booking methods Figure 105: Target groups, by last holiday taken and booking methods, May 2004 Sports participation and interest Figure 106: Target groups, by interest in sport, May 2004 Personal finance Figure 107: Target groups, by personal finance, May 2004 Leisure activities Figure 108: Target groups, by leisure participation, May 2004 Target groups by attitudes towards pay-TV Figure 109: Target groups, by attitudes towards cable and satellite TV, May 2004 The Various Types of TV Viewer TV viewer demographics Figure 110: TV viewers, by gender, age and socio-economic group, May 2004 Figure 111: TV viewers, by detailed lifestage group and presence of children, May 2004 Figure 112: TV viewers, by marital and working status, region and ACORN categories, May 2004 Figure 113: TV viewers, by media usage, supermarket usage and commercial TV viewing, May 2004 Terrestrial viewing Figure 114: TV viewers, by programming regularly watched on terrestrial TV, May 2004 Pay-TV viewing Figure 115: TV viewers, by programming regularly watched on pay-TV, May 2004 TV product ownership Figure 116: TV viewers, by TV product ownership, May 2004 Holidays and booking methods Figure 117: TV viewers, by last holiday taken and booking methods, May 2004 Sports participation and interest Figure 118: TV viewers, by interest in sport, May 2004 Personal finance Figure 119: TV viewers, by personal finance, May 2004 Leisure activities Figure 120: TV viewers, by leisure participation, May 2004 Type of TV viewer by attitudes towards pay-TV Figure 121: TV viewers, by attitudes towards cable/satellite TV, May 2004 Target groups by attitudes towards pay-TV Figure 122: TV viewers, by target groups, May 2004 The Future Will increased penetration lead to very different customers? More channels a possibility Sky's dominance assured with launch of FTA satellite DVD players close to saturation Holiday market set to improve Sports interest largely static Personal finance increasingly rate-driven The importance of older consumers to leisure markets Towards a digital future Forecast Figure 123: Forecast of TV viewing typologies, scenario 1, 2004-09 Figure 124: Forecast of TV viewing typologies, scenario 2, 2004-09 Figure 125: Forecast of TV viewing typologies, scenario 3, 2004-09 Appendix A Most popular terrestrial programming watched on a regular basis by demographic analysis Figure 126: Most popular terrestrial TV viewing, by gender, age and socio-economic group, May 2004 Figure 127: Most popular terrestrial TV viewing by region, working and marital status and ACORN categories, May 2004 Figure 128: Most popular terrestrial TV viewing, by detailed lifestage groups, May 2004 Figure 129: Most popular terrestrial TV viewing, by media usage, supermarket usage and commercial TV viewing, May 2004 Next most popular terrestrial programming watched on a regular basis by demographic analysis Figure 130: Next most popular terrestrial TV viewing, by gender, age and socio-economic group, May 2004 Figure 131: Next most popular terrestrial TV viewing, by region, working and marital status and ACORN categories, May 2004 Figure 132: Next most popular terrestrial TV viewing, by detailed lifestage groups, May 2004 Figure 133: Next most popular terrestrial TV viewing, by media usage, supermarket usage and commercial TV viewing, May 2004 Least popular terrestrial programming watched on a regular basis by demographic analysis Figure 134: Least popular terrestrial TV viewing, by gender, age and socio-economic group, May 2004 Figure 135: Least popular terrestrial TV viewing, by region, working and marital status and ACORN categories, May 2004 Figure 136: Least popular terrestrial TV viewing, by detailed lifestage groups, May 2004 Figure 137: Least popular terrestrial TV viewing, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix B Most popular programming on pay-TV by demographic analysis Figure 138: Most popular programming on pay-TV, by gender, age and socio-economic group, May 2004 Figure 139: Most popular programming on pay-TV, by region, working and marital status and ACORN categories, May 2004 Figure 140: Most popular programming on pay-TV, by detailed lifestage groups, May 2004 Figure 141: Most popular programming on pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004 Next most popular programming on pay-TV by demographic analysis Figure 142: Next most popular programming on pay-TV, by gender, age and socio-economic group, May 2004 Figure 143: Next most popular programming on pay-TV, by region, working and marital status and ACORN categories, May 2004 Figure 144: Next most popular programming on pay-TV, by detailed lifestage groups, May 2004 Figure 145: Next most popular programming on pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004 Least popular programming on pay-TV by demographic analysis Figure 146: Least popular programming on pay-TV, by gender, age and socio-economic group, May 2004 Figure 147: Least popular programming on pay-TV, by region, working and marital status and ACORN categories, May 2004 Figure 148: Least popular programming on pay-TV, by detailed lifestage groups, May 2004 Figure 149: Least popular programming on pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix C Most popular TV products owned by demographic analysis Figure 150: Most popular TV products owned, by gender, age and socio-economic group, May 2004 Figure 151: Most popular TV products owned, by region, working and marital status and ACORN categories, May 2004 Figure 152: Most popular TV products owned, by detailed lifestage groups, May 2004 Figure 153: Most popular TV products owned, by media usage, supermarket usage and commercial TV viewing, May 2004 Next most popular TV products owned by demographic analysis Figure 154: Next most popular TV products owned, by gender, age and socio-economic group, May 2004 Figure 155: Next most popular TV products owned, by region, working and marital status and ACORN categories, May 2004 Figure 156: Next most popular TV products owned, by detailed lifestage groups, May 2004 Figure 157: Next most popular TV products owned, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix D Question 4a Last holiday taken by demographic analysis Figure 158: Last holiday taken, by gender, age and socio-economic group, May 2004 Figure 159: Last holiday taken, by region, working and marital status and ACORN categories, May 2004 Figure 160: Last holiday taken, by detailed lifestage groups, May 2004 Figure 161: Last holiday taken, by media usage, supermarket usage and commercial TV viewing, May 2004 Question 4b Method used to book last holiday by demographic analysis Figure 162: Method used to book last holiday, by gender, age and socio-economic group, May 2004 Figure 163: Method used to book last holiday, by region, working and marital status and ACORN categories, May 2004 Figure 164: Method used to book last holiday, by detailed lifestage groups, May 2004 Figure 165: Method used to book last holiday, by media usage, supermarket usage and commercial TV viewing, May 2004 Question 4c Consider booking a holiday/making travel arrangements through iTV by demographic analysis Figure 166: Consider booking a holiday/making travel arrangements through iTV, by gender, age and socio-economic group, May 2004 Figure 167: Consider booking a holiday/making travel arrangements through iTV, by region, working and marital status and ACORN categories, May 2004 Figure 168: Consider booking a holiday/making travel arrangements through iTV, by detailed lifestage groups, May 2004 Figure 169: Consider booking a holiday/making travel arrangements through iTV, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix E Most popular sports interested in by demographic analysis Figure 170: Most popular sports interested in, by gender, age and socio-economic group, May 2004 Figure 171: Most popular sports interested in, by region, working and marital status and ACORN categories, May 2004 Figure 172: Most popular sports interested in, by detailed lifestage groups, May 2004 Figure 173: Most popular sports interested in, by media usage, supermarket usage and commercial TV viewing, May 2004 Next most popular sports interested in by demographic analysis Figure 174: Next most popular sports interested in, by gender, age and socio-economic group, May 2004 Figure 175: Next most popular sports interested in, by region, working and marital status and ACORN categories, May 2004 Figure 176: Next most popular sports interested in, by detailed lifestage groups, May 2004 Figure 177: Next most popular sports interested in, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix F Most popular financial products owned by demographic analysis Figure 178: Most popular financial products owned, by gender, age and socio-economic group, May 2004 Figure 179: Most popular financial products owned, by region, working and marital status and ACORN categories, May 2004 Figure 180: Most popular financial products owned, by detailed lifestage groups, May 2004 Figure 181: Most popular financial products owned, by media usage, supermarket usage and commercial TV viewing, May 2004 Next most popular financial products owned by demographic analysis Figure 182: Next most popular financial products owned, by gender, age and socio-economic group, May 2004 Figure 183: Next most popular financial products owned, by region, working and marital status and ACORN categories, May 2004 Figure 184: Next most popular financial products owned, by detailed lifestage groups, May 2004 Figure 185: Next most popular financial products owned, by media usage, supermarket usage and commercial TV viewing, May 2004 Least popular financial products owned by demographic analysis Figure 186: Least popular financial products owned, by gender, age and socio-economic group, May 2004 Figure 187: Least popular financial products owned, by region, working and marital status and ACORN categories, May 2004 Figure 188: Least popular financial products owned, by detailed lifestage groups, May 2004 Figure 189: Least popular financial products owned, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix G Most popular leisure activities undertaken by demographic analysis Figure 190: Most popular leisure activities undertaken, by gender, age and socio-economic group, May 2004 Figure 191: Most popular leisure activities undertaken, by region, working and marital status and ACORN categories, May 2004 Figure 192: Most popular leisure activities undertaken, by detailed lifestage groups, May 2004 Figure 193: Most popular leisure activities undertaken, by media usage, supermarket usage and commercial TV viewing, May 2004 Next most popular leisure activities undertaken by demographic analysis Figure 194: Next most popular leisure activities undertaken, by gender, age and socio-economic group, May-04 Figure 195: Next most popular leisure activities undertaken, by region, working and marital status and ACORN categories, May 2004 Figure 196: Next most popular leisure activities undertaken, by detailed lifestage groups, May 2004 Figure 197: Next most popular leisure activities undertaken, by media usage, supermarket usage and commercial TV viewing, May 2004 Appendix: Research Methodology AbstractMultichannel TV is playing an ever important part in UK consumers' lives, with penetration exceeding 50% for the first time during 2003. Some 57% of households now have access, with 94% of these having digital TV. This compares to 80% at the end of 2001 and means that more people than ever are able to benefit from the increased quality and interactivity that digital TV offers.Much of this increased penetration is down to the success of Freeview, which has revitalised the digital terrestrial platform and put the government back on target to achieve switch-off of the analogue transmission by 2010. Although BSkyB still dominates the market, Freeview now accounts for more multichannel households than cable and has proved the viability of a non-subscription TV service. Important new developments in the industry, such as the introduction of Top Up TV, offering subscription channels on the Freeview platform, and BSkyB's plans to launch a free-to-air satellite service, should assure that multichannel TV continues to grow and evolve in the coming years. This report, the second in the series, examines terrestrial and multichannel TV viewing habits and their correlation with product ownership and other leisure activities. Looking at ownership of brown goods, types of holiday, sports participation and interest, financial products and selected leisure activities, it aims to pinpoint the best targets for a range of TV-based promotional activity, whether advertisements, product tie-ins or interactive content. It also provides an insight into attitudes towards multichannel TV and highlights a number of key consumer groups for marketing activity. With the number of TV channels constantly increasing, research such as this will prove invaluable to those advertising through this medium.
Throughout this report it must be remembered that the audiences for multichannel TV are, obviously, smaller and that each of the given percentages are relative. Terrestrial TV has the largest share and, therefore, will invariably reach the widest number of consumers. Mintel's research aims to give an indication, however, of the popularity of various multichannel and terrestrial programming.
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