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Study: Global television and Internet usage
By Adnews Staff
Research firm TNS has released the results of a study into international television and Internet usage called "Connected Life." According to the study, 48% of respondents globally watch television simultaneously with digital activities such as using social media services, checking email or online shopping. Among Canadian respondents, 34% reported using multiple screens while watching evening television at least once per week. Twenty-five percent of Canadians surveyed watch television content on a computer or mobile device daily. In addition, 85% of Canadians view online video. Of these, 24% access video content daily, while 60% do so weekly. However, 73% of Canadians continue to use a television set daily, and 76% watch television while eating in the evening. The study found that the average Canadian owns four digital devices, compared to five in Australia, Germany and the United Kingdom.
"Multi-tasking has become norm, and with it our consumers' attention to a single task has greatly decreased, including watching TV," said Berkeley Scott, vice-president of digital and mobile media at TNS. "Growing demand for content accelerates the growth of screen-stacking and online TV viewing. While traditional TV viewing is not going anywhere, especially around family gathering times, advertisers are facing new challenges and must adapt strategically to our changing viewing habits. To engage customers in this new digital advertising era, brands must adopt a more integrated online approach."
The full study includes results from 55,000 Internet users in 50 countries, collected between March and June 2014. TNS is a division of data management company Kantar, which is a subsidiary of WPP.