A survey from Wanadoo has revealed that people’s TV viewing and Internet habits are changing as broadband becomes more popular.
The Fishbowl 2 survey asked 1000 people to keep a diary of their media use over a two week period.
Broadband subscribers spend 45% more time online than narrowband users, and cite entertainment as their use after 6pm – making the Internet the second most popular media in the prime time slot. Broadband users also claimed that the Internet was the only medium that satisfied all of their media needs (i.e. news, music, information, entertainment etc.) all at one time.
Key findings from Fishbow 2:
- TV has declined by 12% (almost 3 hours) in viewing time
- Broadband users take a higher share of media time at 16%, compared to average Internet share at 12%
- Broadband users spend 11% less time watching TV than Narrowband users, and 45% more time online
- This equates to 2.1 hours less time watching TV per week, but 2.1 hours more time online – indicating Broadband’s direct cannibalisation of TV consumption
- After 6pm weekdays and 2pm weekends, the Internet is the number 2 medium behind TV for all demographic groups
- TV cannibalisation is occurring at the above times for Broadband users. Weekday evening for example, Narrowband Internet share is 10% and 77% for TV; Broadband Internet share grows to 18% but is only 68% for TV
- Needs fulfilled online are changing from ‘traditional’ Internet needs. Searching specific information and communication has decreased as a need fulfilled online whereas entertainment is growing
- Entertainment is the top need fulfilled online after 6pm, as with TV
- The Internet is the number 2 “prime time” entertainment medium, with Broadband eroding time spent watching TV