BBC and Sky, dominate the third screen in the UK
Broadcasting giants, BBC and
Sky, dominate the third screen in the U.K., according to Telephia. Telephia recently expanded its consumer research program in the U.K. 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 U.K. 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 — television, PC and mobile phone — for their news and
entertainment. Broadcasters must develop an integrated strategy across the
three screens to reach, maintain and expand their audience.”
Among all U.K. 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 U.K. 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.