TV Viewers Switch, Watch Alone and "Do Other Things"
A Knowledge Networks (KN) study, How People Use Primetime TV 2004, of television viewing habits, shows that primetime TV is now very
much at the service of its users, who increasingly switch channels, multitask while watching, and personally select the programs they see. A comparison to earlier KN studies indicates dramatic changes
in the primetime viewing experience over the past 10 years.
"Primetime television is still a powerful presence in consumers' daily lives," said David Tice, Knowledge Networks' Vice President.
"But this and other KN studies indicate that the television audience is searching for more ways to control the viewing experience, to make a place for TV as part of their increasingly hectic
The study shows that:
- 41 percent of primetime viewers turn on the TV to watch a specific show "most of the time."
- 45 percent of primetime TV viewers are
watching TV by themselves, versus 31 percent a decade ago.
- 47 percent of viewers switch channels during some part of a program most commonly be-cause a program ends or to skip a commercial as
compared to 33 percent in 1994.
- The proportion of viewers doing other things such as talking, snacking or reading while watching primetime TV has increased slightly since 1994, from 67 percent
to 75 percent.
- One-third of primetime viewers watch primetime TV out of their homes at least once a week, most commonly at friends' or relatives' homes.
- 47 percent of the respondents
believe that primetime advertising is better than other daypart advertising at making them aware of new products.
- Videogame use during primetime increased from 1 percent to 6 percent in the
past ten years.
You can find out more here.