The BBC and Sky, dominate the “third screen” in the UK, according to Telephia, the largest provider of consumer research to the communications and new media markets. Telephia recently expanded its consumer research program in the UK to track mobile content consumption at the channel, website and content title level. The first wave of findings shows 33 percent of all mobile TV/video viewers watched BBC 1. Twenty-nine percent watched Sky Sports. The BBC also secured the top ranking among mobile Internet sites, with 28 percent of all mobile web users visiting the site. The Sky Sports website secured a 23 percent reach among mobile Internet users.
“The big broadcasting brands in the UK have extended their footprint to reach the mobile population, and the strategy is clearly working,” said Reza Chady, Managing Director Europe, Telephia. “Consumers are tapping into three screens â€”television, PC and mobile phone â€” for their news and entertainment. Broadcasters must develop an integrated strategy across the three screens to reach, maintain and expand their audience.
Among all UK mobile subscribers, there is an even 50/50 gender split. However, both mobile TV and Internet users are more likely to be men. Three percent of UK mobile subscribers watch mobile TV or video content, with 70 percent of the audience being male. Penetration of mobile Internet/Web is higher at 19 percent, with men comprising 64 percent of the audience. Text and picture messaging still reign supreme with penetration rates of 85 and 35 percent, respectively. In contrast, demographics for text and picture messaging skew female.