90% of TV shows still watched live
Nine-tenths of television is watched when it is broadcast despite the rise of on-demand services and new technology, according to new figures.
The average viewer watched four hours and two minutes of television a day in 2011, which equals the record high figures from 2010, found the Broadcasters' Audience Research Board (BARB).
Figures show 90.6% of the TV watched in the UK during 2011 was watched live and 9.4% was watched on time-shifted viewing, which includes technology such as the BBC iPlayer or Sky+, up from 7.6% in 2010.
Lindsey Clay from Thinkbox, the marketing body for commercial TV in the UK, said: "These figures explain why so many tech companies want to join the TV industry. Many companies are flocking to launch new TV services or social media services that feed off people's love affair with TV.
"It is obvious that people want to watch TV programmes on the best screen in the home if they can and 2012 will bring more opportunities to do that with the sale of connected TVs and more catch-up TV services to the TV set.
"And alongside that there is now a wide variety of personal screens to watch TV on which make TV even more convenient. Tablets are really delivering an excellent mobile TV experience. TV continues to be the most effective form of advertising."