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Media Trends Spring - UK - March 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Physical media purchases
Over a third purchased a print book
Figure 1: Physical media purchases, December 2017
Usage of subscription services
BT and Sky make content-sharing agreement
Figure 2: Use of paid-for subscriptions, December 2017
Media downloads
E-books are now the most popular type of media download
Figure 3: Media downloads, December 2017
Media activities
Fake news controversy presents opportunities for national newspapers
Figure 4: Media activities, December 2017
Devices used for media activities
A smartphone has become the most popular device for listening to music and podcasts
Figure 5: Devices used for media activities, December 2017
Only one in 10 watch TV on a smartphone
Figure 6: Devices used to watch TV and videos, December 2017
Special focus: short online video
Over half of 16-24-year-olds watch vlogs
Figure 7: Types of short online videos watched, December 2017
Nearly eight in 10 find auto-play ads off-putting
Figure 8: Attitudes towards online video advertising, December 2017
PHYSICAL MEDIA PURCHASES 
Over a third purchased a print book in the last three months
Print newspapers and magazines have not seen the same revival as books
Figure 9: Physical media purchases, December 2017
16-34-year-olds are still buying discs
Figure 10: Physical media purchases, by age, December 2017
HMV can learn from Waterstones’ example
Eight in 10 purchased at least one physical media item
Figure 11: Repertoire of physical media purchases, December 2017
USAGE OF SUBSCRIPTION SERVICES 
BT and Sky make content-sharing agreement
Streaming services may adopt some more traditional approaches
Figure 12: Use of paid-for subscriptions, December 2017
Figure 13: Subscription to a TV service or streaming video service, by age, December 2017
YouTube looks to challenge Spotify by more seamlessly blending music and video
Seven in 10 use a paid-for subscription service
Figure 14: Repertoire of paid-for subscription services used, December 2017
More mid-tier subscription options may be introduced to appeal to less affluent consumers
Figure 15: Use of paid-for subscriptions, by household income, December 2017
MEDIA DOWNLOADS 
E-books are now the most popular type of media download
Figure 16: Media downloads, December 2017
16-34s are still interested in downloading content
Figure 17: Media downloads, by age, December 2017
MEDIA ACTIVITIES 
Two in three listen to the radio
Figure 18: Media activities, December 2017
Fake news controversy offers opportunities for national newspapers
DEVICES USED FOR MEDIA ACTIVITIES 
The smartphone has become the most popular device for listening to music and podcasts
Figure 19: Devices used for media activities, December 2017
Figure 20: Devices used to listen to music, by service used to listen to music, December 2017
Gaming habits still vary significantly between genders
Figure 21: Devices used to play video games, by gender, December 2017
Only one in 10 watch TV on a smartphone
Figure 22: Devices used to watch TV and videos, December 2017
Figure 23: Device used to watch TV, by services used, December 2017
People likely to upgrade TV sets in World Cup year
For younger people a smartphone is more popular than an e-reader for reading e-books
Figure 24: Devices used to read e-books, by age, December 2017
SPECIAL FOCUS: GENRES OF SHORT ONLINE VIDEOS 
Over half of people watch music videos online
YouTube looks to boost concert attendance
Figure 25: Types of short online videos watched, December 2017
More than half of 16-24-year-olds watch vlogs
Figure 26: Types of short online videos watched, by age, December 2017
Figure 27: Types of short online videos watched, by age, December 2017
YouTube controversy leads to calls for more oversight
Care is needed by YouTube when it comes to demonetisation
Facebook looks to lure creators as it increases competition with YouTube
Netflix invests in short-form content
SPECIAL FOCUS: ATTITUDES TOWARDS ONLINE VIDEO ADVERTISING 
Nearly eight in 10 find auto-play ads off-putting
Figure 28: Attitudes towards online video advertising, December 2017
There is a strong preference for adverts at the beginning of videos rather than the middle
16-24-year-olds have a greater acceptance of video adverts
Figure 29: Agreement with the statement ‘Some adverts are entertaining enough to choose not to skip’, by age, December 2017
Figure 30: Agreement with the statement ‘It’s annoying seeing sponsored products/services during a video’, by age, December 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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