Television Viewing Preferences & Online Synergy

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Television Viewing Preferences& Online SynergyOntario Adults 18+

December 2012

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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

Ontario Adults 18+

89.6%

7.6% 1.3% 1.0% 0.5%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

Q. Thinking about watching your favourite TV programs, where would you rather watch them?

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Preferred experience for watching TV

Ontario Adults 18+

93.4%

5.3% 0.8% 0.3% 0.2%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

Q. How would you most prefer to watch TV programs?

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Default to the best screen available

Ontario Adults 18+

Yes No Don't Know/Refused

20.0%

77.5%

2.5%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

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

Ontario Adults 18+

Yes No Don't Know/Refused

47.4%52.5%

0.2%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

Q. In the past week have you watched TV and used the internet at the same time?

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Screens share priority

Ontario Adults 18+

Yes No Don't Know/Refused

75.5%

24.5%

0.0%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

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

Ontario Adults 18+

Television Internet I switch back and forth Don't Know/Refused

8.5% 8.2%

81.8%

1.5%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

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

Ontario Adults 18+

Yes No Don't Know/Refused

53.2%

45.6%

1.2%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

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

Ontario Adults 18+

9.8% 4.5%18.6%

86.3%

7.8% 0.7%

Source: BBM Analytics December 2012 – TV-Internet Survey 2012

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?