Half our waking hours spent consuming media

An average adult spends almost half their waking day using mobiles, going online and watching TV, with TV viewing in the evening remaining our primary form of entertainment.

Ofcom media consumption figures found that, on average, people spend just short of seven hours consuming media. Of this, three hours and 45 minutes are spent watching TV.

And, in spite of people's addiction to the web and their 'crackberries', watching TV is cited as the activity adults would miss most.

Heavy marketing campaigns for HD television appear to be paying off, with 22% of people saying they have bought an HD-ready TV set in the past 12 months.

There are now more than 24 million HD sets in the UK, and five million households are signed up to HD services on pay-TV and the free satellite and digital TV services.

While TV remains popular, Ofcom's figures show a predictable rise in the use of social networking sites and mobiles.

The report also finds that more and more people use two types of media at once. In fact, on average, people manage to consume eight hours and 48 minutes of media, in just seven hours.

Ofcom attributed this, in part, to the growth in smartphone ownership, which has changed the way we use mobile phones.

Peter Phillips, strategy and market developments partner at Ofcom, said: "For the first time, we can see just how central media and communications are to our lives – on average we use them for nearly half our waking hours."

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