The days when families gathered en mass round the TV set on a Saturday night might be well and truly over but it seems broadcast TV is still central to Brits’ media consumption, with nearly two-thirds of TV viewing time spent on live TV, compared to a third for online streaming, but younger generations are out of the picture.
So says a new report from consumer research company GWI which reveals that, despite the rise of streaming platforms in recent the years, the nation is still enjoying live TV, with hits like the BBC’s The Traitors breaking viewership records and demonstrating TV’s durability.
However, GWI’s 2024 Global Media Landscape Report also reveals a 16% drop in viewing time in the last decade, and Brits spend 46 more minutes per day watching online TV than in 2014, even though 22% less people now own a PC or laptop.
GWI Trends Analyst Chris Beer said: “Live TV is still a core form of entertainment for consumers across the UK. But as with any form of consumption, appetite is always subject to change.
“Although TV still dominates, our data shows that at the end of 2023, 13% of Gen Zs don’t watch broadcast TV on a typical day.”
However, with ITV in the doldrums, TV might not necessarily be the best advertising vehicle, the report shows, with the explosive popularity of ChatGPT over the past year seeing the once fringe technology enter the mainstream.
Perhaps unsurprisingly, it has become ingrained in how younger generations in particular search for information. The AI powered chatbot is now one of the top three ways Gen Z search for information, with 40% of 16-to 26-year-olds using it in this way.
Meawhile, Gen Z also relies heavily on social media, and its role in shopping cannot be underestimated. This is the only generation to prefer social platforms over search engines for this purpose.
Customisable results will draw 16- to 26-year-olds in, and it’s likely this behaviour will continue with Gen Alpha. Over a fifth of 12- to 15-year-olds say they mainly use social media to find things to buy.
The lack of diversity in traditional media is also cited as a major issue. Ethnic minority groups are more receptive to influencers than ads compared to the average consumer, which suggests they are still underrepresented in traditional media. Over a fifth (22%) report that influencer recommendations are most relevant to them on social media, compared to 14% of all consumers.
Finally, since 2021, there has been a 17% increase in shoppers favouring ads that offer discounts or special offers, with 37% saying this is a priority for them. This change in consumer priorities puts price over other factors such as social responsibility.
Beer concluded: “While traditional advertising remains strong, the data presents new opportunities for brands to engage audiences in creative ways.
“Young people are turning to AI and social media for their shopping and brand discovery, ethnic minority groups are responding more to influencers. Brands should look for new ways to expand their marketing strategies through the media and find new pathways to reach people.”
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