With the continuing rise of digital screens, traditional television, once the most beloved form of entertainment, is no longer king. And print is disappearing from mind altogether. In an annual survey conducted by the U.K.’s Ofcom, respondents are asked which media they would miss the most. The 2013 results, recently published, are striking. While TV continues to be the most missed media for respondents overall, among younger generations, digital dominates, and especially mobile. The most missed media by far among Britons aged 16-24 would be smartphone access, followed by going online via computers or tablets, with only 13 percent citing TV; print does not rank in the top 5 answers. Among 25–34s, the smartphone also outranks TV, with print making no appearance.
The older consumers are, the more likely they are to say they would miss TV and the less likely they would be to miss smartphones. Among the two oldest cohorts, watching TV would be the most missed media activity for a strong majority, followed by listening to the radio; with only 11 percent of 65- to 74-year-olds owning a smartphone, according to Ofcom research, it’s no surprise that very few in this cohort would miss a smartphone the most.
The rising prominence of mobile screens is also clear from Ofcom’s finding of an uptick in the range of mobile activities that people are doing. More than half of mobile users polled have used the phone to send/receive email and engage in social networking; a third say they have used their smartphone to buy things. Mobile is fast becoming the prime screen among consumers, who are increasingly omnichannel, switching between screens of various sizes depending on their context.