“The TV set will remain our favourite way to watch TV” Thinkbox says, with viewers watching average of 47 ads a day
Mobile devices such as smartphones, tablets and laptops accounted for 1.5 per cent of the total views of TV programmes, research from Barb has found.
The average UK viewer watched a total of three hours and 55 minutes of TV a day last year, with only three minutes 30 seconds a day coming from mobile.
It was also found that the average viewing time of TV in total dropped nine minutes, which Thinkbox has put down to the London 2012 Olympics.
Lindsey Clay, Thinkbox chief executive, said: "New screens are making TV even more convenient for viewers and creating new opportunities for advertisers. But, the more we learn, the clearer it becomes that the TV set will remain our favourite way to watch TV – especially as on-demand services become more available on the best screen."
The research from Barb found that 81 per cent of all timeshifted viewing - recorded from TiVo, Sky+ or other boxes - is watched within two days of recording.
Once all households have the ability to digitally record TV programmes, Thinkbox expects the average level of recorded and playback TV viewing to settle at around 15-20 per cent of total linear viewing.
Commercial impacts (the number of TV ads watched at normal speed) during 2013 were up 1.6 per cent on 2012, and have grown by 10.4 per cent over the last five years, the research found, with the average viewer watching 47 ads a day.
Collectively the UK watched an average of 2.8 billion ads a day in the first half of the year.