Television viewing habits studied

YouView and behavioural psychologist Jo Hemmings have conducted research into the UK’s viewing habits with findings revealing that one in four of those questioned admitted to spending a quarter of a day watching television.

Watching telly has long been one of the nation’s most popular pastimes, and this national survey shows that it is not just what we watch that reflects our personality, but how we watch it.

The findings note that most of us tend to be a nation of Ruthless Removers, with over two thirds of Brits  – 70% – deleting shows from their TV box immediately after watching them. Those who fall into this category are likely to be fairly pragmatic viewers who are likely to be organised, tidy and clutter-free in everyday life.

In contrast, one in five – 25% – of those surveyed were identified as Self-Indulgers, who record TV shows in bulk and only watch them once they have accumulated several episodes. These people are likely to be self-indulgent, fastidious pre-planners in real-life, who like to have their calendars arranged months in advance and dislike doing things on the spur-of-the-moment.

Almost one in six – 15% – of those surveyed watch more than five hours of on-demand television each week and have been identified as Demanders. By nature, these viewers are said to be less organised than the Ruthless Removers, but more spontaneous in their approach to life than Self-Indulgers.

One in seven – 14% – of those questioned by YouView admitted they rarely watch any TV on-demand, preferring instead to watch TV programmes live. These viewers are seen to be part of the trend of those who enjoy instant gratification and suffer from a ‘fear of missing out’ and to that end have been identified as FOMOs. These personalities never let any of the action pass them by, and like to be up-to-date on the latest news and gossip, as it happens.

Finally, a quarter – 25% – of those questioned were identified as Multi-Taskers who actively tweet or update their Facebook status in relation to the show they are watching. Almost one in 20 (4%) of those who post on their social networks do so at least four times during the course of a TV programme. Such personalities are likely to pride themselves on having their fingers-on-the-pulse technology-wise, be keen multi-taskers and very likely to care about other people’s opinion.

Behavioural psychologist Jo Hemmings said, “There are now so many ways in which people can catch their favourite TV shows, whether live, on-demand or through catch-up services. Therefore, it will come as no surprise that we have developed particular viewing habits and patterns that tend to reflect our personalities in daily life. Of the five categories we have identified, it is reassuring to see so many of those surveyed fit the Ruthless Remover category, implying that we are an organised nation.”

Research conducted by One Poll for subscription-free YouView a provider of live digital television and radio channels and catch-up on demand television programmes, films and radio.