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Television Viewing Preferences & Online Synergy. Adults 18-34. 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 SynergyAdults 18-34
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
Adults 18-34
74.9%
19.0%
2.0% 3.5% 0.6%
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
Adults 18-34
88.4%
7.6% 1.7% 1.7% 0.6%
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
Adults 18-34
Yes No Don't Know/Refused
40.4%
57.1%
2.4%
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
Adults 18-34
Yes No Don't Know/Refused
57.6%
41.2%
1.2%
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
Adults 18-34
Yes No Don't Know/Refused
65.9%
34.1%
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
Adults 18-34
Television Internet I switch back and forth Don't Know/Refused
6.0%
23.3%
70.7%
0.0%
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
Adults 18-34
Yes No Don't Know/Refused
56.2%
41.9%
1.9%
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
Adults 18-34
5.1% 2.1%13.9%
79.0%
9.8% 4.0%
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?