Sky Text Research
Sky Text is the digital text service available to Sky subscribers in the UK and ROI and is accessed through Sky channels across both Sky and Freeview. The service features news, weather, information on finance, sport, showbiz and holidays.
Methodology and Background
BMRB were commissioned by Sky to carry out a TGI recontact study. Objectives were to investigate usage of Sky Text, ascertain the profile of users and highlight pages most visited. 500 15-minute CATI interviews were conducted among a sample of TGI respondents that were also Sky subscribers.
Facts about Sky Text users
- 8.2m Sky subscribers have ever used Sky Text
- 5.6m Sky subscribers use Sky Text on at least a weekly basis
- Sky Text users are slightly male biased (60:40 male:female)
- Wth a broad age range and a ABC1 bias (54% ABC1)
What else we know about Sky Text users
- The top reasons for using Sky Text is that it is quick and easy
- Overall satisfaction of the service is high
- Expectations driven by the functional drivers of speed, convenience, control and up-to-date info
Page profiles
- News visitors are slightly male biased and ABC1 biased with a broad age range
- Finance visitors are male, 35-44 and ABC1 biased
- Weather visitors are slightly male biased and ABC1 biased with a broad age range
- Sports visitors are, unsurprisingly, male biased with a broad age range and a ABC1 bias
- Entertainment visitors are both male & female with a broad age range & a ABC1 bias
- Holiday visitors are slightly male and ABC1 biased.
