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Television Viewing Preferences & Online Synergy. Quebec French 18+. December 2013. TV & Online Synergy. In a nationally representative telephone survey, people were asked about their preferences for viewing TV programs, and their simultaneous use of TV and online devices - PowerPoint PPT Presentation
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Television Viewing Preferences& Online SynergyQuebec French 18+
December 2013
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TV & Online Synergy
• In a nationally representative telephone survey, people were asked about their preferences for viewing TV programs, and their simultaneous use of TV and online devices
• Viewing TV on the big screen is clearly the preference for most Canadians, but what is also becoming clear is the symbiotic relationship between TV and online activity
• TV and online work side by side as people are exposed to advertising and work their way down the purchase funnel
And the survey says…
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Preferred device for watching TV
Quebec French 18+
94.3%
2.9% 1.3% 1.1% 0.4%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. Thinking about watching your favourite TV programs, where would you rather watch them?
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Preferred experience for watching TV
Quebec French 18+
97.9%
0.7% 0.3% 1.1% 0.0%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. How would you most prefer to watch TV programs?
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Default to the best screen available
Quebec French 18+
Yes No Don't Know/Refused
18.4%
79.7%
1.9%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. Could watching your favourite TV programs on a computer or mobile device replace watching them on your home TV as your preferred method of watching television?
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Simultaneous second screening
Quebec French 18+
Yes No Don't Know/Refused
41.4%
58.6%
0.0%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. In the past week have you watched TV and used the internet at the same time?
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Screens share priority
Quebec French 18+
Yes No Don't Know/Refused
79.3%
20.7%
0.0%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. While you were watching TV and using the internet at the same time, were you paying attention to both?
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Screens share priority
Quebec French 18+
Television Internet I switch back and forth Don't Know/Refused
23.0%19.5%
56.4%
1.1%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. Did you pay more attention to the Television or the Internet, or did you switch back and forth?
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TV works at the top of the Purchase Funnel
Quebec French 18+
Yes No Don't Know/Refused
48.1%51.9%
0.0%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. Have you ever gone online and searched for information or a website based on something you saw in a television?
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Online works down the Purchase Funnel
Quebec French 18+
10.2% 6.4%22.5%
80.7%
2.3% 0.9%
Source: BBM Analytics December 2013 – TV-Internet Survey 2013
Q. When you went online and searched for information or a website based on something you saw in a television commercial, what did you do?