Lifestyle Data
We can use BARB’s Advanced Panel Classification to look at the lifestyle trends of HHVs compared to the wider population. HHVs - those who watch more than the adult average of 27 hours per week - are more likely (+5%) than the average adult viewer to watch the following programming:
- Period drama
- Classical music
- Documentaries
- Nature
- Current affairs
- News
By contrast, Heavy Heritage Viewers are less likely (−5%) than the average adult viewer to watch the following programming:
- Reality TV
- US comedy
- Pop music
Heavy Heritage Viewers are more likely (+5%) than the average adult viewer to be interested in:
- Gardening
- Reading
However, Heavy Heritage Viewers are less likely (−5%) than the average adult viewer to be interested in:
- Sport
- Music
- Beauty
- Fashion
- Computers
- Fitness
- Films
Heavy Heritage Viewers are less likely (−15%) than the average adult viewer to have access to a computer at home; less likely (−12%) than the average adult viewer to have access to a computer at work; and 17% more likely than the average adult viewer to not use a computer at all (Table 6).
| All Adults | Heavy Heritage Viewers | +/− | |
|---|---|---|---|
| Where do you use a computer? | |||
| Use computer at home: | 62% | 46% | −15% |
| Use computer at work: | 35% | 22% | −12% |
| Use computer at another location: | 7% | 4% | −4% |
| Do not use computer: | 31% | 48% | 17% |
| I have broadband internet access at home: | 28% | 18% | −10% |
| I have a mobile phone with video: | 10% | 5% | −6% |
| I have a mobile phone without video: | 69% | 65% | −4% |
| I have a Palm Pilot, PDA or hand-held organiser: | 4% | 2% | −1% |
Table 6: Computer use
| All Adults | Heavy Heritage Viewers | +/− | |
|---|---|---|---|
| Feature Films | 68% | 65% | −3% |
| Drama Series | 59% | 61% | 2% |
| Period Drama | 28% | 37% | 8% |
| Contemporary Drama | 17% | 17% | −1% |
| British Soaps | 50% | 47% | −3% |
| Austrailian Soaps | 19% | 18% | 0% |
| Reality TV | 29% | 19% | −10% |
| UK Comedy | 64% | 62% | −2% |
| US Comedy | 31% | 21% | −10% |
| Game Shows | 34% | 39% | 5% |
| Chat Shows | 22% | 21% | 0% |
| Hobbies, Leisure | 24% | 30% | 6% |
| Sport | 42% | 43% | 1% |
| Arts, Culture | 15% | 19% | 4% |
| Pop Music | 34% | 20% | −13% |
| Classical Music | 12% | 19% | 7% |
| Foreign Films | 6% | 4% | −1% |
| Science | 20% | 23% | 3% |
| Documentaries | 57% | 67% | 9% |
| Nature | 45% | 59% | 14% |
| History | 37% | 50% | 13% |
| Religious | 9% | 12% | 3% |
| Current Affairs | 27% | 33% | 6% |
| National News | 60% | 71% | 10% |
| Regional News | 56% | 67% | 11% |
| Financial | 8% | 11% | 2% |
| Comsumer | 13% | 16% | 3% |
| Property, Home | 31% | 32% | 1% |
Table 7: Which of the following kinds of TV programmes do you especially choose to watch?
| Activity | All Adults | Heavy Heritage Viewers | +/− |
|---|---|---|---|
| Watching Sport | 41% | 42% | 1% |
| Playing Sport | 16% | 9% | 7% |
| Food | 38% | 39% | 2% |
| Gardening | 40% | 53% | 13% |
| Reading | 53% | 58% | 5% |
| Cars | 21% | 18% | −4% |
| DIY | 29% | 32% | 2% |
| The Arts | 13% | 14% | 1% |
| Music | 36% | 22% | −14% |
| Evening Classes | 7% | 7% | 0% |
| Animals | 31% | 33% | 2% |
| Healthy Eating | 32% | 32% | 0% |
| Investments | 8% | 7% | 0% |
| Property | 13% | 10% | 3% |
| Beauty | 20% | 14% | −6% |
| Fashion | 23% | 16% | −7% |
| Environment | 17% | 19% | 2% |
| Travel | 26% | 26% | −1% |
| Politics | 11% | 12% | 0% |
| Computers | 23% | 17% | −6% |
| Business | 7% | 6% | −1% |
| Watching TV | 67% | 71% | 4% |
| Fitness | 25% | 19% | −6% |
| Films | 36% | 22% | −14% |
| Museums | 26% | 28% | 1% |
Table 8: Which of the following subjects are you particularly interested in?
