Over a third of people (36%) claim they watch TV via PC, laptop or tablet devices, according to a BARB-commissioned tracking study.
The research, conducted by Ipsos MORI Capibus on behalf of the TV measurement body, assessed the cross-platform TV consumption habits of 4,000 UK adults during November 2011.
A total 15% of respondents watched TV via PC, laptop or tablet during a seven-day period in November; a marginal increase from the 14% the previous year, and up from 11% in November 2009, according to the results.
Meanwhile, 3% of those questioned said they watched TV via their mobile phones; up from 2% year on year. The growth in smartphone TV viewing was highest among young adults, with 6% of 15 to 35 year-olds consuming programmes via these devices, up from 4% in November 2010.
However, 7% of respondents said they had never watched TV programmes via mobile phone.
The study, which has been carried out bi-annually on behalf of BARB since 2005, is run separately to the TV measurement body’s own web TV meter roll-out set for this year. The web meter, aimed at providing more accurate audience figures that represent online and traditional TV viewing, is being implemented across its 5,100 panel homes gradually, with a further rollout across 2,800 homes set for later this year.
BARB has also thrown its weight behind the development of a cross-industry working group aimed at advancing cross-platform TV planning and buying, called the Measurement Sciences Forum (nma.co.uk 5 October 2011).
The plan is to encourage the TV industry, including broadcasters, advertisers, media agencies, content producers, platform operators and research suppliers to pool ideas regarding different data sets, including broadcast delivery and TV viewing data.
The first forum took place on 29 November with around 50 companies across all sectors in attendance. The next session will take place over the next few months.