How are people using media in 2018?

Attest’s media consumption report 2018 is a survey of 1,000 people taken in July 2018 to compile a report on the habits of UK consumers. What’s their verdict on some of the biggest platforms?

Television 

86.8% of Brits report watching more than one hour of television every day, a rise from 82% in 2017.

When it comes to streamed and on-demand television, use has risen dramatically since 2017.

Women tend to watch more streamed television than men, with 75.7% of female respondents tuning in for at least one hour per day, versus 64.1% of men.

Londoners are more likely to tune into Netflix, Amazon Prime or similar for 1-2 hours every day (47.7%)

The ITV Hub app ranked as the second most downloaded iPhone app of May 2018.

Music Streaming

The most popular paid-for music streaming service is Spotify (35.1%).

However, Apple Music (27%), Youtube (25.3%) and Amazon Music (19.7%) are close behind.

News Media

Younger generations seem to be more interested in newspapers than older generations, with 37.7% of those aged over 40 admitting they do not read a printed newspaper on a regular basis, compared to just 23.2% of under 40s.

Magazines

Digital Media

Digital advertising grew at its fastest rate for nine years in 2016. But how are consumers using social media?

Source: Attest Media Consumption

If you want to make sure you’re using your marketing budget to its full potential, then give our team a call on 02921 320 200 or email at [email protected]

TV viewing figures remain stable and strong

The latest television viewing figures are in from Thinkbox – the marketing body for commercial TV.

People in the UK watched an average of 3hrs and 50 mins a day of TV, including the BBC, during February using their digital TV sets.

Further figures from the Broadcasters’ Audience Research Board (BARB) show that commercial TV, that includes channels such as ITV, Channel 4 and Sky, accounted for 65% of total TV viewing on a TV set in February.

In summary, the report shows key audiences such as men are watching TV for longer. They watched 2 hrs 26 mins a day of commercial TV (3 mins more than the previous year.)

16-34s watched 1 hour, 52 mins a day, (5 mins less than last year.) This decrease comes as no surprise as millenials are increasingly accessing the growing amount of content on video-on-demand and catch-up services. Viewing figures for ABC1s, females, kids, all remain pretty stable. This supports television’s strong viewership, See below for weekly reach.

Get in touch with The Media Angel so we can logically plan and launch your next television campaign and sit back and watch it perform.

More people in Wales listen to radio than any other UK nation

If the latest figures from Ofcom’s communication market report are anything to go by, radio should really be considered an important part of your advertising plans, particularly for advertisers wishing to reach a high percentage of adults in Wales.

The radio reach figures for Wales appear to be extraordinarily high, with services reaching 95.4% of the adult population! These massive figures accompanied further impressive statistics to show that Welsh audiences also tuned in for longer listening hours than any other of our UK counterparts. South Wales based stations in particular are reaching large numbers of the population, with Capital for example reaching a massive 98,000 listeners between the ages of 15 and 34 every week. Similarly, South Wales’ Nation Radio has a considerable weekly reach of 173,000 listeners, accruing a total average of around 688,000 listening hours for every week.

These figures no doubt suggest that radio should be a vital element in your marketing mix, if you aren’t making use of this medium and its benefits already. We Angels know that radio advertising can sometimes be costly, and when the purse strings are little tight, plans to make use of those airwaves might be first to face the chop.

However, with the right mix of creativity and innovation, and with the potential to reach huge numbers of the population, radio advertising could potentially produce great returns on that investment.

As always the Angels are on hand to make sure you make the most of your marketing potential, and can help with your plans to identify the perfect mix of media for your campaign.

With the largest increase in DAB radio set ownership over the past year, perhaps there has never been a better time to advertise over the airwaves in Wales. Improvements in DAB coverage are likely to have encouraged these increased figures in DAB ownership and reach. Perhaps it’s time to make the most of these exciting developments and incorporate radio into your marketing mix! Get in touch.