Press Releases

Budapest, April 25, 2012 12:40

There are community TV watchers in Hungary, making conscious choices. While the majority watching TV enjoy programs with the family, ever more people share the fun in front of the screen with friends – reveals the latest fast track report At Home, with T, analyzing TV watching habits.

The April fast track report made by Median Public Opinion and Market Research Institute – supported by T-Home – reveals that consequent to the ever richer content offering and TV related technical novelties gaining ground, the TV watching habits of Hungarian consumers are becoming increasingly segmented. According to the representative survey clearly distinguishable TV watching types can be defined based on content consumption habits, of which one segment is evidently ahead of the majority.

45 percent of TV watchers make a conscious decision when choosing from the program assortment, and the majority considers watching television a social activity. „65 percent of people generally watch TV programs in company. In a significant part of the cases company means the family, while generally speaking 5 percent of people watch TV with friends. This habit is more characteristic of those living at a higher than average  living standard, Budapest residents, living outside of a relationship, active earners, those younger than 50 years and males” – says László Beck, lead analyst of Median, carrying out the survey .

The survey reveals that 40 percent of interviewees record some programs occasionally. The reason is that watching TV becomes ever more of a conscious activity: by now 10 percent of Hungarian inhabitants choose programs in an explicitly conscious manner. This layer makes a prior decision about what program to follow and they are most likely to record programs if those are not aired at a time suitable to them.

„Ever more people use technology aiming at conscious content consumption and use screens enabling interactivity, be it either IPTV or smartphones. Possibilities offered by modern terminals and using those is self evident to them, therefore they only watch something on the screen if and when they find it interesting” -   says István Király, chief marketing officer of Magyar Telekom.

Every third TV watcher has the demand for conscious content consumption and to capitalize on technical possibilities: they are also more likely to choose the video on demand services offered by interactive television. „By now we want to consume content everywhere: we want to see what we are interested in when it is suitable to us. In the meantime we become increasing impatient, as our tools enable us to pick the time and program as it pleases us” – explains András Bárdos, television expert.

According to psychologist Annamária Tari, conscious content consumption means that of the wide assortment we pick what we like at the moment. „This effect generates faster by now, thanks to online presence and sharing. This also shapes things we like: we make decisions ever faster whether we like or dislike it” – the psychologist says. The consciously choosing generation, living a multitasking lifestyle has been raised along with technology, using it is part of their skill set, hence they are more target oriented with their choices” - Annamária Tari adds.