Ofcom has published the findings of an Ipsos MORI survey conducted as part of its Market Impact Assessment of the BBC’s proposed on demand services. The survey shows the complexities of the market and in some cases the lack of understanding by the consumer – such as the 20 or so claiming to have used video over the Internet or podcasts when they don’t have access to the Internet.
Availability of a wide choice of channels was the key factor for viewers with access to free-to-air digital services. Sixty-seven per cent said their use of the analogue videos and DVDs had remained the same, but use of Sky+ had changed viewing patterns by 11%.
Asked what they would do if the analogue platform was no longer available, respondents said they would switch to another platform, Freeview, Freesat, Sky or cable or even watch more DVDs.
The survey found that only one in ten of cable and satellite households were using video on demand services, though it could be argued that this is a fair reflection of their availability.
The BBC Trust yesterday gave the go-ahead for its four on demand service, subject to a final consultation period.