According to market intelligence firm Key Note, the average person in the UK watches well more than three hours of television a day. With at least one TV and video recorder in almost every household in the UK, watching TV, videos and DVDs is the single most popular pastime in the evenings and at weekends.
The report claims that what it calls "tele-addict culture" has led the UK pay-TV market to grow by 81% since 1999. Over 40% of TV households in the UK subscribe to pay-TV services, such as digital or cable television. This accounted for just under half of the total TV market in revenue at the end of 2003.
Key Note also predicted that by 2008 the "multi-digital home" will be established, with nearly 60% of the UK population subscribing to pay-TV services.
Simon Taylor, Key Note's senior editor, said: "It appears that consumers value their leisure time and they want the highest quality of experience during their precious time off. With more money in their pockets, consumers are willing to pay for the best in entertainment and the increased viewing choices offered by the multichannel TV market."
Key Note commissioned BMRB International to carry out the research. The survey was conducted in June 2003 among a nationally representative sample of adults aged 16 and over across Britain.
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