BARB News

Lifestyle Insights classifications have been available for the new BARB panel since the first week of January 2010. In additional to the standard demographic classifications available for analysis, Lifestyle Insights categories allow viewing habits to be analysed according to viewers' interests and activities. They are available for adult panel members. Almost any analysis that can be done with standard audiences is also possible with Lifestyle Insights.

The classifications are collected via a self-completion questionnaire sent to adult panel members. The areas covered are:

• Holidays and travel
• Spare time activities
• Cars
• Grocery shopping
• Newspapers and TV listings readership
• Radio stations listened to
• Computers, communications, internet use, mobiles
• General interests, lifestyle and attitudes
• Mobile Phones

The survey for 2010 has been revised with both hobbies and the attitudinal statements expanded. A section about mobile phones is also included asking questions about what the phone is used for, for example, text messaging, taking pictures/videos.

Examples of findings from the survey include:

• 68% believe that it is worth paying extra for quality goods
• 71% try to eat healthier foods
• 41% enjoy watching sport and 18% enjoy playing it
• 45% enjoy cooking
• 46% use the internet every day with 15% accessing social networking sites e.g. facebook
• 32% have a dog, 33% have a cat and 28% have other pets, however only 11% have pet insurance.
• 44% own 1 car and 10% have 3 or more cars, yet only 46% belong to a breakdown service.
• The internet is a popular way to book holidays with 31% choosing to book this way.
• 82% of people now have a mobile phone with 9% having 2 or more.

When looking at people's consumption of TV, 57% can usually find something to watch on TV with 44% of people saying that watching TV is their main leisure activity. Feature Films are the most popular choice (62%) closely followed by the National News (61%) and Drama series (60%). Foreign language films (7%) and religious programming (8%) are the least popular.

Further examples from the 2010 Lifestyle Insights survey can be found in the March BARB Bulletin.