The UK has become a nation of split-screeners, secret streamers and event schemers according to new research commissioned by BT Group. “Network Wrapped” is a new annual study that combines mobile and broadband data with consumer insights to reveal the latest trends around how the British public engaged with the biggest cultural moments of the year, both in-person and online.
ERA OF SPLIT-SCREENERS
Whereas once families were more likely to gather around a TV for major events like football matches or Christmas TV specials, the nation’s view of quality time now looks very different with more than a third (35%) of the UK admitting to regularly splitting their attention between multiple screens or devices at the same time. This rises to 58% among Gen Z who have been credited with giving rise to the split-screening habit.
The top reasons Brits are using secondary screens during major events include scrolling social media (47%), messaging friends and family (39%), shopping online (33%) and playing video games (30%).
RISE OF SECRET STREAMERS
When it comes to the most significant cultural moments of 2024, more than half of the UK population (56%) believe live sport is the most important for the nation’s psyche, more than the UK general election (55%), live music (29%), film and TV releases (15%) and gaming launches (11%).
With more connected devices in the household, this year has also seen a greater rise in ‘secret streaming’ with 46% of multi-tasking men having been caught watching a live event covertly; while one in 16 people admit to having watched live events on their smartphone while attending a wedding, funeral, or christening.
The growing desire to be part of the biggest cultural moments in real-time has led to an increase in livestreaming across the nation, with more than a quarter (27%) of Millennials now livestreaming their attendance at major events to share the experience with others, while 35% of Gen Z attendees admit to video calling friends or family members from an event venue.
CELEBRATING EVENT SCHEMERS
Nearly two thirds of the population (61%) spend up to two hours preparing to attend live events, with 14% of ultra-organised Brits spending more than three hours researching travel routes, setting up group chats, buying new outfits online, and chatting to fellow event goers on social media.
This means Brits often spend more time planning to attend an event than the duration of the event itself; none more so than those in the East Midlands where people spend the most time preparing to attend a live event - an average of 2 hours and 4 minutes.
The national obsession with meticulous event planning is driven, in part, by a strong desire to maximize cultural experiences, especially given the high costs of attending such events in person. Research from "Network Wrapped" highlights the lengths people go to in ensuring they make the most of these moments. Despite the ongoing financial pressures many face, attendees spent an average of over £155 in addition to their ticket prices to participate in major events in 2024.
For some, the expenses climbed even higher. One in ten Brits admitted to spending as much as £300 per event on extras to enhance their overall experience. This willingness to splurge underscores the importance placed on creating unforgettable memories. Regional differences also reveal varying spending habits, with fans in the Northeast of England leading in additional expenditures. On average, they spent 66% more than those in Norfolk and Suffolk, with Northeastern attendees spending £114.38 compared to the £68.51 spent in the East Anglian counties. VIP access, merchandise, and other enhancements play a significant role in driving these disparities.
The biggest frustrations with attending the UK’s biggest cultural moments include queuing to get into the venue, for the toilets, or for food and drink (47%), managing parking and travel (27%), trying to find the right seats (15%), and people recording entire shows on their phones (13%). Those frustrations aren’t doing much to dampen spirits though, with almost a quarter (24%) of Brits planning to attend or engage with even more major events in 2025.
Howard Watson, Chief Security and Networks Officer at BT Group, commented: "This year has seen the British public connect, stream, and split-screen their way through some truly iconic moments – from the final of Euro 2024 to Taylor Swift’s record-breaking Eras Tour. But with more people using more connected devices than ever before, there is a growing desire – among all generations – to be part of the biggest cultural moments as they happen, and this is reshaping how we all use connectivity.”
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