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Television Viewing Preferences& Online SynergyFemales 35-54
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
Females 35-54
92.2%
2.2% 1.9% 2.2% 1.4%
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
Females 35-54
95.2%
1.5% 0.6% 2.0% 0.7%
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
Females 35-54
Yes No Don't Know/Refused
11.1%
85.7%
3.2%
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
Females 35-54
Yes No Don't Know/Refused
45.7%
54.0%
0.3%
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
Females 35-54
Yes No Don't Know/Refused
83.7%
13.8%
2.5%
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
Females 35-54
Television Internet I switch back and forth Don't Know/Refused
14.5%8.5%
77.1%
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
Females 35-54
Yes No Don't Know/Refused
49.8% 50.2%
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
Females 35-54
10.2% 6.1%
22.4%
67.7%
3.3% 5.0%
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?
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