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ITV viewers opt for multiplatform approach

ITV viewers opt for multiplatform approach

A large number of people are using tablet computers while watching their favourite TV shows, ITV has found.

The broadcaster launched ITV Lives, an initiative set up to explore how people’s viewing habits are becoming increasingly multiplatform, back in February.

Since then, ITV Lives has reportedly accumulated 2,600 users, all contributing to our understanding of how new technology is changing the way in which we watch television and respond to advertisements.

In the project’s second wave, it was discovered that one in three people own tablets – a figure up by 152% since February this year. It was also found that the number of people using tablet computers while watching TV rose by 225% in the same period.

However, despite the fact that many people now have access to on-demand and catch-up TV, the majority of us (90%) still prefer to catch the latest shows as they are broadcast.

The ITV Lives project places people into four key demographics – Social Lives, Connected Lives, Busy Lives and Traditional Lives.

Working with Kantar Media on the initiative, the broadcaster analysed the viewing habits of each group for some of the network’s top shows – including The Only Way is Essex, The X Factor, Downton Abbey, This Morning, The Chase, Coronation Street and Celebrity Juice.

According to the findings, those falling into the Social Lives category – the youngest of the four demographics – are much more likely than others to ‘Like’ their favourite TV programmes on Facebook. Conversely, those falling into the Traditional Lives category – people whose viewing habits haven’t really changed with the digital revolution – were more likely than other demographics to enter competitions.

Just how the results will affect ITV’s internet marketing strategies for each of its popular programmes remains to be seen.

Richard Bell

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