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Despite viewing on mobiles and tablets becoming more popular, the vast majority of TV is still watched on a traditional TV set, a survey reveals.

A whopping 98 per cent of TV was watched on a telly last year, according to a report by Thinkbox, the marketing body for commercial TV.

Viewing on smartphones, tablets and laptops increased by 17 per cent in 2014, but still only accounted for 1.6 per cent of all the telly watched.

We're also watching less TV than before

In 2014, the average daily viewing time was three hours 44 minutes and 30 seconds per person, which is down 4.5 per cent on 2013. Of those three hours plus, just three-and-a-half minutes was watched via smartphones, tablets and laptops.

So the traditional TV looks safe for a while yet.

Despite the rise in catch-up and on-demand services, 88 per cent of TV was watched at time of broadcast.

We're pretty quick to catch what we missed: 48 per cent of all recorded content was watched within 24 hours of recording, and 81 per cent within two days.

The stats come from BARB's (Broadcasters Audience Research Board) standard measurements for TV set viewing and from figures supplied by UK broadcasters.

"After years of record growth for broadcast TV as on-demand began to flower, new viewing trends are now becoming established and there's a new ecosystem for TV," said Thinkbox CEO Lucy Clay.

"It is nuanced, it raises new opportunities for advertisers, it reflects how modern viewers want to enjoy TV – and it is a royal pain in the arse for BARB to measure.

"But it is here, it is the future and we should embrace it, understand it and help advertisers make the most of it because TV remains by far their most potent weapon."



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