TV screens and mobile devices will become the screens of choice for on-demand viewing, according to the latest research from Kantar Media Insight, after they recorded an increase in usage of 16% and 39% respectively over the course of 2012.
futurePROOF found that the number of adults utilising such mediums for on demand viewing is on the rise, whilst desktop and laptop viewing continues to decline from its peak.
It also found that the percentage of adults streaming TV has held constant at 47%.
Overall the most common screen for on-demand viewing is the TV with 33% of British adults using theirs over the past month. This was followed by laptop/desktop computers (20%), tablets (5%) and mobile phones (5%).
Trevor Vagg, Director, Kantar Media Custom, said: “This demonstrates the range of screens viewers are now using to watch TV on demand, but the best experience, and most comfortable way to watch, is usually in front of a TV set.
"Aggressive promotion of the availability of on demand services through TV sets has accompanied wider availability of 7-day catch up, thanks to developments like Sky’s re-launched On Demand service and Virgin TiVo.
"On demand viewing via the TV looks set to grow further, as more services are set to launch. BBC iPlayer and 4oD are due to become available via Sky On Demand in 2013.”