Successful businesses understand their customers. This doesn’t simply mean understanding what they buy and what factors affect their shopping habits, although this is of course important. It’s also important to understand how they live their lives, and what really matters to them. The world we live in is changing, and so business that keep in touch with these changes can gain a better understanding of who their customers are, and what they want. A recent study by DJS Research looked at changing habits in UK television viewers. Here, AJG Direct review this study, and consider what businesses can learn from it.
“It’s fascinating to see how viewing habits are changing across the country, but it’s highly valuable information for an entrepreneur as well”, said Paul Gillett, director of AJG Direct. “It’s an indicator of how technology is changing the lives of consumers, but also reveals how they love innovation, and viewing solutions that fit in with their hectic modern lifestyles.”
The wide ranging study, carried out by TeleScope, found that the number of televisions per household has now dropped from 2.3 to 1.83. Nevertheless, the amount of television that we’re watching as a nation continues to rise. A similar study in 2006 showed that we watched three hours and 26 minutes of television a day, but this has now grown to four hours and two minutes, representing a rise of over 17%.
As might be expected, technology has had a huge impact on how people watch television. 63% of respondents with tablets used them to watch live television shows, while 23% of mobile phone users did the same. Social media is both a forum for telling us about television programmes, but also a channel that lets us talk about television. 40% of tweets in the evening are about television shows, with women making around 15 such tweets a day, compared to 9 a day by men.
“Technology and social media are impacting on every area, and the study about television habits is another indicator of that”, said Paul Gillett. “People love to use social media to talk about what they love and what they dislike, and that goes for products that they buy as well. That’s why it’s essential to form close, loyal relationships with your customers. Direct marketing is a great way to do this, and can result in positive tweets and posts about your brand and your products.”
AJG Direct are direct marketing specialists. They help businesses across the UK acquire new customers, and increase their brand awareness with the public.