Digital viewers research: TGI Vision
Video On Demand (VOD)
● 43% of cable viewers have viewed on-demand services via their TV in the past 6 months
● 92% of those who use on-demand TV rate it as ‘quite good’ or ‘very good’
● 33% of cable on-demand users watch an on-demand programme once a week or more
[Bar Chart]
TV on a mobile
● 85% of digital viewers who have a mobile phone are aware that it is possible to watch some form of TV programming on a mobile handset
● Only 16% of those who have heard of mobile TV know that they can watch TV on their handset
● 43% of those who are able to receive mobile TV have tried it at least once Interactive Advertising
● 50% of Sky Digital viewers have seen an interactive ad, and 11% of Sky Digital viewers have actually interacted with one in the past 6 months
● The main reasons for interacting are to get more information, to enter a competition, or to see what the interactive area contains
● The typical viewer interacting with ads is male and aged 16-34
[Bar Chart]
High-Definition TV (HDTV)
● 90% of digital viewers have heard of HDTV
● 31% digital viewers own an HD ready set
● Of those with an HD ready set, only 16% subscribe to HD broadcasts with Sky Digital or Virgin Media
● Almost a quarter of those who do not currently own an HD ready set plan to purchase one
Source: TGI Vision, November 2007.