Entertainment technology usage differs across the generations according to a UK survey conducted by the Entertainment Retailers Association (ERA) which shows a move to mobile and smart devices amongst the young. The consumer panel-based research showed that over-55s love their radios, but smartphones and laptops oust radio and TV for the under-25s
The results of a survey of 2000 UK consumers published on the ERA website, show 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.
Kim Bayley, ERA CEO 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.”
‘Five Ages of Entertainment’
1. 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. Over 55s
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.
| Over 55s | |||
| 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% |
The 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, Google, Sky, Deezer, 7digital) to internet retailers (Amazon) to specialist High Street operators (HMV, Game) and supermarkets (Tesco, Sainsburys, Asda, Morrisons).
