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Comfort, unwind & experience change little with age


The Age of Television revealed the 8 reasons we watch TV, or rather the 8 ‘need states’ they satisfy. This chart demonstrates how 3 of those need states: comfort, unwind and experience are important and almost unchanging across all age groups from 16-65+.

As the chart shows, there are few pronounced differences amongst any of the need states, although distraction; a need heavily served by online video, does decline with age. This can, in part, be explained by the fact that as you get older, you don’t have the time to spend being distracted through video.

The need to stay ‘in touch’ is another need which does change with age, demonstrating that older audiences turn to TV to stay informed about news and current affairs whereas younger audiences use online video for this.

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