Ofcom Reveals Latest Study on UK Media Consumption
The annual Communications Market Report by Ofcom which reports on the UK's radio, TV, internet and telecoms industries has revealed there is a growing trend for consumer attraction to media diversification.
It also shows that while people are increasingly active in media services, prices are continuing to drop for their supply, as users tend to buy in discounted bulk bundles.
The study found that media consumption takes up 45% of people's time, with the average person in a day now spending 3 hours 45 minutes watching TV (mostly at night) and almost a quarter on social networks overall. Texts are being sent four times more daily than in 2004.
Online advertising has grown past the previous downturn to reach £3.bn in 2009, which has been driven by an 11% rise in display advertising and an 8% growth in search activities.
It is the younger generation, not surprisingly, that demonstrate the greatest changes in the consumption of communications, especially with regards to their use of different media at the same time. The divide is narrowing however as the older generation increasingly gain confidence online.