The Five Ages of Entertainment

Over-55s love their radios, but smartphones and laptops oust radio and TV for the under-25s

 

6 DECEMBER 2019 – The scale of the generation gap which has opened up in the way Britons consume entertainment has been laid bare in new consumer panel-based research from the Entertainment Retailers Association (ERA).]

It shows that for under-25s the smartphone and laptop are the dominant ways to consume music and video, with more than eight out of 10 youngsters reporting they had listened to music via a smartphone in the previous three months and over three quarters having watched video on computer.

In contrast for the over-55s, neither laptop nor smartphone appear among their top entertainment technologies and traditional radio whether in-car, via DAB or even AM/FM taking three of the Top Five slots.

Across the generations, music technologies lead the way with four of the Top Five technologies for 45-54’s and the over-55’s used for music listening and three of the Top Fives for under-25’s and 35-44 year-olds.

The data comes from ERA’s authoritative consumer tracking study which has quizzed a panel of 2,000 UK consumers about their entertainment consumption habits every quarter for the past six years.

In the survey, consumers are asked which technologies they had used in the previous three months to access music, video and games.

ERA CEO Kim Bayley said, “The entertainment business is in the midst of the biggest revolution it has faced since the advent of the digital disc. This survey confirms that there is a marked difference in the speed of adoption of new technologies by different generations.”

 

THE FIVES AGES OF ENTERTAINMENT

1.                  The Under-25s

The under-25’s are the most enthusiastic adopters of smartphone and streaming technologies with nearly 85% of them using smartphones to access music. Music and video top their interests with three of their top five technologies used for music and two for video.

UNDER-25s

 

Device

Category

% using in past three months

1      

Smartphone

Music

84.2%

2

Computer / Laptop

Video

75.4%

3

Computer / Laptop

Music

68.5%

4

Smartphone

Video

62.1%

5

In-Car - Radio

Music

61.1%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2.                  25-34 Year Olds

Interests broaden in the late 20s and early 30s although there’s a 20 point difference with the under 25’s in the degree of engagement with the most popular technologies. Smartphones top the rankings for 24-34-year-olds and games – played on smartphones – make their first appearance.

 

25-34 YEAR OLDS

 

Device

Category

% using in past three months

1         

Smartphone

Music

62.4%

2

TV Set-top box (e.g. Sky, Virgin Media, Freeview box etc.)

Video

51.4%

3

Smart, Internet Connected TV Apps (Netflix, Amazon Prime Instant Video, Now TV etc)

Video

44.8%

4

Smartphone

Games

44.3%

5

In-Car - Radio

Music

41.9%


 

3.                  35-44 Year Olds

Another decade on and 35-44-year-olds score in-car radio as their most-used entertainment technology just ahead of the TV set-top box. Smartphones, used for music or games are next most popular, followed by the first Top Five appearance of DAB radio.

 

35-44 YEAR OLDS

 

Device

Category

% using in past three months

1        

In-Car - Radio

Music

57.1%

2

TV Set-top box (e.g. Sky, Virgin Media, Freeview box etc.)

Video

56.8%

3

Smartphone

Music

56.3%

4

Smartphone

Games

42.1%

5

DAB Radio (Digital Radio)

Music

42.1%

  

4.                  45-54 Year Olds

More 45-54s have used a TV set-top box in the past three months than they have used any other entertainment device, but their fondness for music is undeniable: four out of the Top Five positions are taken by music technologies.

 

45-54 YEAR OLDS

 

Device

Category

% using in past three months

1       

TV Set-top box (e.g. Sky, Virgin Media, Freeview box etc.)

Video

60.9%

2

In-Car - Radio

Music

55.3%

3

Smartphone

Music

46.7%

4

DAB Radio (Digital Radio)

Music

43.0%

5

Computer / Laptop

Music

37.6%

 

 

5.                  The Over 55’s

 

Radio, radio and yet more radio is the order of the day for the over-55’s. In-car radio scores highest, DAB is also favoured and even traditional AM/FM radio scores a Top Five placing.

 

 

Device

Category

% using in past three months

1        

In-Car - Radio

Music

61.7%

2

TV Set-top box (e.g. Sky, Virgin Media, Freeview box etc.)

Video

61.2%

3

DAB Radio (Digital Radio)

Music

46.3%

4

CD player, or any device that plays music through an attached or built-in CD player

Music

45.1%

5

AM/FM Radio

Music

43.8%

 

 

ENDS

 

For more information please contact Steve Redmond steve@eraltd.org (07770 924720)

 

 

About ERA

 

ERA is the trade association representing the vast majority of retailers and digital services offering music, video and games. Its members range from independent record shops (Reflex, Sister Ray) to digital services (Spotify, YouTube, Sky, Deezer, Virgin) to internet retailers (Amazon) to specialist High Street operators (HMV, Game) and supermarkets (Tesco, Sainsburys, Asda, Morrisons)

 

ERA members supply the sales data which powers the Official Charts Company (music and video charts) and GfK Chart-Track and GSD (videogames). Together with record companies trade association the BPI, it owns the Official Charts Company.

 

ERA provides the organisational force behind Record Store Day, the annual celebration of independent record stores which has become the most successful new music industry promotion of the past two decades.

 

ERA works closely with its sister organisations in music, video and games and is a strong proponent of open markets, open standards and consumer choice.

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