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GfK: laptops the preferred viewing device for young adults

GfK_viewscape1UK adults aged 18 to 24 years old spend more time watching video content on laptops than any other device, according to new research by GfK.

The study reveals that young adults spend 41% of their daily viewing time watching on laptops, compared to 35% on TV, 14% on smartphones and 10% on tablets.

The figures show a generational divide, with the overall adult population of the UK still opting for the TV as their preferred device for watching video.

Among adults as a whole spend 65% of viewing time tuning in on TVs, 20% on laptops, 8% on smartphones and 7% on tablets.

“There are many reasons underlying these findings, including the trend for this younger age group to view less live or scheduled TV content and more on-demand and online streamed video,” said Julia Lamaison, director of media research and insights at GfK.

“Added to that is the fact that access to a TV set is lower amongst this group than for all adults: only 84% of these young adults say they own a TV set, compared to 95% amongst all adults.”

British adults spend around 55 minutes viewing video content via a PC or laptop – with 67% of that content comprising of traditional TV programmes and movies.

For those aged 18 to 24 years old, time spent viewing on a PC or laptop almost tripled to 2 hours and 35 minutes per day, with nearly 73% of that content TV programmes and movies.

“This underlines the importance of content derived from linear broadcast channels. Whilst this may be watched on-demand or time-shifted, as well as live, traditional TV and movie content still drives the majority of our time spent viewing,” said GfK.

GfK’s ViewScape study interviewed 1,147 adults aged 18 and over online in UK at the end of 2015.