New TV viewing habits have emerged
As a result of the expansion of the offer and the spread of the achievements related to television, Hungarian consumers are segmented in terms of their TV viewing habits, according to a quick report prepared by the Median Institute for Public Opinion and Market Research in April 2012 entitled Home with TV.
According to the representative survey, well-distinguishable types can be identified in terms of their content consumption habits, of which one group is guideline ahead of the majority.
Forty-five percent of TV viewers choose their programming wisely, and the vast majority see television as a social activity. “It is characteristic of the rising generation watching TV with their friends that its members live at a higher standard of living than the others, mainly from Budapest or big cities, they have no relationship. Most of them are active earners, men under the age of 45, ”says László Beck, senior analyst at the Median Public Opinion and Market Research Institute conducting the survey.
Two-fifths of those surveyed occasionally record shows that interest them in some form, and one-tenth are really aware of that. They decide in advance what they are sitting in front of, and if the show they are watching is not screened at a time that suits them, they record it. That every third TV viewer needs to put the technology at their service for thoughtful content consumption: they are the ones who are happy to use the video library service as well.
“Today, we want to consume content everywhere: we want to see what we’re curious about when it’s right for us. At the same time, we are becoming more and more impatient, as our tools allow us to choose the time and the program according to our convenience, ”explains television specialist András Bárdos.
The four types of TV viewers are:
Metropolitan armchairs vote for multitasking, a conscious choice, while routinely using the video library and recording function of interactive television. They are the educated big city who are fans of delayed television.
Friendly sofas are typically unique young people in the capital living in a higher standard of living who like to watch TV in the company of their choice.
Family sofa beds are not slack when it comes to multiple activities. They actively use the time spent watching TV: they mainly do housework and talk, surf the internet and eat while doing so. They expose a quarter of screen users, with a higher proportion of women among them.
The most populous group is the Couch Kings, who are over fifty and low-educated, and one in two of whom passively consumes content. Incidentally, only two-fifths of respondents answer by switching, and one-sixth start watching what is going on.
Source: Press release
