What are consumers in the UK doing on the internet?
More than 96 percent of households in the country have access to the internet, and online gaming, streaming video, and streaming music are the top online activities in the UK. The data indicates that most of the online time spent is being devoted to entertainment, with a fraction of time spent on school and professional work. Additionally, among younger audiences in the UK, social media is also the top choice of digital activity. When it comes to online content streaming, the key players come out on top. On-demand video streaming in the UK happens mostly via the larger platforms, such as Netflix, Amazon Prime, and Discovery+. Music streaming is also done via the usual suspects, including Spotify, Amazon Prime Music, and Apple Music. In this regard, the streaming market in the UK follows global trends.Are all traditional media formats losing ground in the UK?
Some forms of traditional media in the country are in decline more than others when it comes to usage, which is especially visible in the case of TV. In recent years the number of TV households in the UK has remained fairly unchanged, however, the time spent watching television has been constantly decreasing. Interestingly, radio listenership has not followed this trend. Yes, digital radio format usage is growing as per some studies. Yet, live radio dominates the time spent with any audio in the UK by a large margin.British radio is a showcase for the loyalty of its fans. In mid-2023, after 30 years of employment at BBC, Ken Bruce, one of the highest-earning presenters of the company, left to work at a rival radio station. He took both of his signature programs to his new employer. Even though BBC Radio 2 remains the leading radio station in the UK by audience numbers, Bruce’s departure meant a loss of a million listeners for the BBC between the first and second quarters of 2023.
Print media and offline news are also dear to consumers in the United Kingdom. Among the former, books are the most commonly purchased in the country. And when it comes to information consumption, non-online news sources are considered more important among the population.
In general, media users in the United Kingdom are not straying far from the global trend of migrating towards digital formats to substitute traditional media. However, the UK seems to continue to value various legacy mediums, and some could prove lucrative for advertisers. Radio, in particular, could be a sound investment for advertisers seeking new ways to reach the British public offline.
