1 Television Viewing Preferences & Online Synergy English 25-49 December 2014
Jan 16, 2016
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Television Viewing Preferences& Online SynergyEnglish 25-49
December 2014
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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
English 25-49
87.7%
8.6%1.6% 0.8% 1.2%
Source: nlogic December 2014 – TV-Internet Survey 2014
Q. Thinking about watching your favourite TV programs, where would you rather watch them?
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Preferred experience for watching TV
English 25-49
92.9%
3.6% 2.1% 1.0% 0.4%
Source: nlogic December 2014 – TV-Internet Survey 2014
Q. How would you most prefer to watch TV programs?
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Default to the best screen available
English 25-49
Yes No Don't Know/Refused
18.6%
80.0%
1.4%
Source: nlogic December 2014 – TV-Internet Survey 2014
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
English 25-49
Yes No Don't Know/Refused
69.0%
30.6%
0.4%
Source: nlogic December 2014 – TV-Internet Survey 2014
Q. In the past week have you watched TV and used the internet at the same time?
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Screens share priority
English 25-49
Yes No Don't Know/Refused
80.9%
19.1%
0.0%
Source: nlogic December 2014 – TV-Internet Survey 2014
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
English 25-49
Television Internet I switch back and forth Don't Know/Refused
4.8%10.4%
82.0%
2.7%
Source: nlogic December 2014 – TV-Internet Survey 2014
Q. Did you pay more attention to the Television or the Internet, or did you switch back and forth?
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TV creates Demand
English 25-49
Yes No Don't Know/Refused
63.6%
36.1%
0.3%
Source: nlogic December 2014 – TV-Internet Survey 2014
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 converts demand
English 25-49
10.2% 4.6%15.6%
81.1%
7.3% 3.2%
Source: nlogic December 2014 – TV-Internet Survey 2014
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?