19 September 2005
The Swisscom Fixnet survey* for Bluewin TV shows clearly that TV is omnipresent in Switzerland. For example, 95% of those surveyed indicated that they have at least one TV at home. 41% even have two or more TVs, with one in five of these fitted with a flat screen. After the TV, the multimedia devices named next in the households are the computer (76%), the good old video recorder (69%), the DVD player/recorder (52%) and games consoles (34%). And just under a quarter of those surveyed (23%) already have a hard disk recorder in the living room.
The majority of those surveyed watch television every day (55%) with a consumption rate of roughly 10.5 hours per week (weighted average) - preferably in the living room (87%), with just under a third usually watching alone. German- and French-speaking Swiss differ significantly in viewing time, as do those that do and do not use the Internet. Among German speakers, the weekly average is 9.89 hours, whilst among French speakers it is 12.37 hours, i.e. roughly 25% higher. While Internet users spend 9.84 hours in front of the TV, on average, for people who have not subscribed to the Internet this figure is 12.59 hours (+28%). The Internet seems to replace other media as an information and entertainment channel. This theory is also supported by the wide use of the Internet as a radio receiver or music box. Across all age groups (15 - 74 years of age), 31% listen to music or Internet radio via the Internet, with the figure even reaching 42% among 30-year-olds. TV viewing is usually unplanned. This conclusion can be drawn partly from the fact that only 23% of viewers have subscribed to a separate TV guide and partly from the results of internal qualitative studies.
If you compare the answers given in the Bluewin survey regarding the use of the three recording and playback devices (video, DVD and hard disk recorder - HDR) it is possible to draw the following general conclusions: the video recorder is still the preferred recording device (36.4% compared with roughly 26.5% for both DVD and HDR), and the DVD recorder is the device most used for playback (45% compared with 23.4% for video and 15.5% for HDR).
With the introduction of digital television and the possibility of viewing with a time delay and skipping adverts, etc., the question is whether these are also requirements for viewers. Yes is the answer if you take one look at the study: 68% of those surveyed find interruption advertising annoying, with advertisements themselves being the TV audience's number 1 nuisance factor (43% of nominations), more annoying even than a bad programme (no. 2 on the list with 14%)!
This survey also revealed that TV consumers find it important only in part for programmes to be live. Admittedly, 37% of those surveyed do want to enjoy sports programmes live in every instance and they make sure they are in a position to do so. For 51%, on the other hand, the live element is unimportant, with 12% expressing no opinion or indifferent. Only 28% arrange their daily routine in such a way as to be able to watch a film right through from the beginning, 54% do not do this and 18% are indifferent.
It comes as no surprise based on the above figures that just under 60% now wish to put together their own TV programme (26% do not express this wish). 45% of the viewers surveyed would also watch programmes with a time delay without any problems if the advertisements were cut (as opposed to 40% for whom this statement does not apply).
* Representative poll carried out between 29 and 31 August 2005 in German-speaking and French-speaking Switzerland among people from 15 to 74 years of age.