Adults around the world remain hooked on TV, but consumption habits are changing rapidly, according to research from TNS.
The Connected Life study, which surveyed 55,000 internet users worldwide, reveals that almost half (48%) of people who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking emails or shopping online.
The study found that people own approximately four digital devices each, rising to five among Australian, German and UK respondents. According to TNS, this, combined with the demand for TV and video content on-the-go, is fuelling the rise of ‘screen-stacking’ – the use of multiple devices at the same time.
The research revealed that 25% of respondents watch content on a PC, laptop or mobile daily, rising to 33% in mainland China and Singapore and 32% in Hong Kong, where ‘phablets’ are becoming increasingly popular.
However, despite the surge in online consumption, traditional television sets still play a significant part in the day-to-day lives of people across the globe, with 75% of respondents admitting to sitting in front of the TV every day.
“In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing,” said Matthew Froggatt, chief development officer at TNS.
“While there is no disputing that our love of traditional TV remains, advertisers much continue to adapt to out changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.”
