Younger Viewers bring new approaches to Primetime TV Viewing.

Although overall time spent watching television in primetime has changed remarkably little in the past four years, the specifics of how, what — and even where — that viewing happens are being transformed, according to a new report from Knowledge Networks. These changes in the primetime experience are being driven in part by the very different habits of Generation X, Millennials, and Young Baby Boomers

According to How People Use Primetime TV — produced as part of KN’s The Home Technology Monitor — the proportion of people “typically watching TV” in a given hour between 8 PM and midnight has remained stable — with shifts of 0 to 2 percentage points in each hour — since 2004, when KN produced its last report on primetime television viewing.

But there are signs that a more purposeful approach to viewing is being abetted by technologies such as DVRs and the ability to have a TV set to oneself. The report shows that:

— the proportion of those who report recording primetime shows has jumped by over 40 percent, from 27% in 2004 to 38% now

— 48% of viewers now say that “most of the time” they turn on the TV in primetime “with the intent to watch a particular show,” compared to 41% in 2004

— Reported switching in each hour decreased between four and eight percentage points in 2008 compared with 2004

Looking at the habits of different age groups, the report shows that Millennials (ages 13 to 29) are:

— 50% more likely than Young Boomers to say they “switch around” during primetime commercial or program breaks (63% for Millennials, 42% for Young Boomers)

— more than three times as likely to watch primetime TV out of their own home at least once a week (39%, versus 11% of Young Boomers)

— substantially more likely to say they watched primetime TV with others in the room (55% for Millennials, versus 41% for Young Boomers)

“Primetime represents an important block of time when people want to be entertained and informed,” said David Tice, Vice President and director of The Home Technology Monitor. “It is becoming less about the shows’ or TV networks’ schedules; more and more consumers can find what interests them and watch it when they find time. The more flexibility that media companies offer consumers for watching on their own terms, in their “personal primetime,” the more viewing hours they will capture.

To view charts CLICK above on ‘More Images’.