1 Television Viewing Preferences & Online Synergy Females 35-54 December 2013.
Television Viewing Preferences & Online Synergy
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Transcript of Television Viewing Preferences & Online Synergy
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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
French 55+
95.1%
1.8% 1.5% 0.8% 0.8%
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
French 55+
98.2%
1.0% 0.0% 0.8% 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
French 55+
Yes No Don't Know/Refused
9.7%
89.4%
0.8%
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
French 55+
Yes No Don't Know/Refused
27.7%
72.3%
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
French 55+
Yes No Don't Know/Refused
87.0%
13.0%
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
French 55+
Television Internet I switch back and forth Don't Know/Refused
23.5%
15.1%
57.7%
3.7%
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
French 55+
Yes No Don't Know/Refused
34.1%
65.9%
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?