Tech-savvy Brits spent an average of more than five hours a week watching TV shows, clips and films on internet-connected devices in the first half of 2014 largely due to the popularity of tablets and smartphones.
TV programmes proved to be the most popular form of online content viewed by UK users, at an average of two hours and 35 minutes a week, according to a report from the Internet Advertising Bureau.
Films were watched an average of one hour 50 minutes a week, and video clip views averaged 51 minutes.
“A third of online viewers, particularly 35- to 44-year-olds, are watching more TV, films and clips online than a year ago,” said the IAB’s chief strategy officer, Tim Elkington. “Average weekly viewing online amounts to 25 videos, four to five TV episodes and one film.”
Londoners averaged the most time watching online TV (three hours six minutes) and films (two hours 27 minutes), possibly because of the amount of time many commuters spend on public transport with their smartphones and tablets.
However, Elkington added that an interesting finding of the IAB report is that half of people watching TV, films or video clips online do so with family members and three in 10 watch with friends.
“Watching video on [internet] connected devices is becoming an increasingly social activity, like traditional TV,” he said.
This viewing boom has fuelled a surge in the amount companies spent in general on internet, smartphone and tablet advertising which rose by 16.6% year on year in the first half of 2014 in the UK to a record £3.46bn.
Mobile advertising in particular has seen a massive boom rising 68% year on year from £429m to £707m in the first half.
It now accounts for £1 in every £5 spent on all digital advertising, according to the report, conducted by accountancy firm PricewaterhouseCoopers and also drawing on online YouGov data.
Within this, it is no surprise that video advertising (on handsets, tablets and PCs) grew 59% year on year to £202m in the first half of the year.
While mobile video advertising grew 196% year on year to £63.9m, according to the report.
The report also found significant growth in social media ad spend on sites such as Twitter and Facebook, up 73% to £396m, with just over half of that targeted at users accessing such services on their mobiles.
Content and “native” advertising spend – which includes paid for sponsorship and advertisement features – hit £216m.
“As 4G becomes more prevalent and phone screens become larger, mobile will play an even bigger role in driving digital ad spend, particularly video” said PwC’s Dan Bunyan.
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