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30% think those who watch television on a tablet, laptop or PC should pay for a TV licence!
30% think those who watch television on a tablet, laptop or PC should pay for a TV licence!
88% of adults in Ireland have a TV licence, with only 78% of adults aged 18-34 owning one.
87% of millennials (aged 18-34) in Ireland, think the current price of a TV Licence (€160 a year) is too expensive.
80% of millennials (aged 18-34) that do not have a TV licence claim it is because they would prefer not to spend money on it.
48% of people in Ireland watch “On-demand TV” such as Netflix or Apple TV on their TV, this number increasing to 57% in millennials (aged 18-34).
Economic and technological advances are impacting the behavior of people in our society – people can access information quicker than ever before. These technological advances mean that “watching TV” has a different meaning than it had before. In the past, “watching TV” would generally be done at home and on a TV set, whereas nowadays you can watch TV anywhere and on any smart device at any time. In Ireland, every household with a TV set must have a TV licence for each year. In a recent survey conducted by iReach Insights, 1000 adults were asked about their behaviour and opinions regarding the TV licence and the use of their TV and laptop/PC.
Unsurprisingly, 94% of adults have a TV in their household and interestingly, the younger age group [18-34 years] is less likely to have one with only 90% of them having a TV. 93% of adults in Ireland have/use laptop or PC. Half (51%) of adults watch online players (TV) on their laptop/PC – interestingly the younger age group [18-34 years] is more likely to do so with 57% of them watching online players.
Of all those who have a TV in their household in Ireland, 88% of them have a TV licence, 10% don’t have a TV licence and 2% don’t know. The younger age group are less likely to have a TV licence with only 78% of those aged 18-34 years owning one! Of those 18-34 years who don’t have a TV licence, the reason is that they don’t want to spend their money on it (80%). In terms of the scope of what a TV licence covers, currently you only need a TV licence if you have a TV, yet 30% of adults in Ireland think those who watch television on a tablet, laptop or PC should also pay for a licence. This percentage drops dramatically to just 15% in the 18-34 age bracket. 87% of those aged 18-34 years think the current price of a TV Licence (€160 a year) is too expensive.
When asked “What do you watch on TV?” 92% claim to watch TV channels and this drops to 86% for those aged 18-34 watch TV channels. Half of adults (49% and 48% respectively) in Ireland watch online TV players (e.g. RTE player) and on-demand services (e.g. Netflix, Apple TV etc.) on TV. This number spikes when looking at millennials with 57% watching on demand service on TV. This is mirrored when looking at who watches on-demand services on your laptop/PC. 39% of adults in Ireland watch on-demand services on their laptop with this number increasing to 51% in this 18-34 age cohort. In terms of what people watch on their laptops/PCs, 53% watch online players, 39% watch on-demand services and 30% watch DVDs.
There is a new trend amongst the “millennials” (aged 18-34) when it comes to TV and online services - they are more likely to go online to watch TV and on-demand services and generally don’t want to spend money for online players (85%). This age cohort is less likely to own a TV and those who do own a TV are less likely to pay for a TV licence. When looking at the new trend amongst the younger cohort, it seems that owning a TV is becoming less important and online streaming is becoming more popular. Does this means that traditional broadcaster should shift their focus to online broadcasting?
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