Newly released insights from Kantar Media’s futurePROOF study on the ownership and use of digital technologies and media in Britain reveal that, whilst most people currently prefer to watch “must-see TV” at the time of broadcast, the signs are that this will soon change.
According to the futurePROOF study, half of the British adult population (53 per cent) claim ownership of a PVR (such as Sky+, V+ or YouView) at home. Further, half (49 per cent) say they have watched television on-demand in the past month, using any device. However, there is a high level of cross-over between these groups, leaving 31 per cent of GB adults still in the analogue age without a PVR and not actively using on-demand TV (51 per cent of whom are aged 55 or over).
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