1 television viewing preferences & online synergy man/sask adults 18+ december 2012
Post on 05-Jan-2016
214 Views
Preview:
TRANSCRIPT
1
Television Viewing Preferences& Online SynergyMan/Sask Adults 18+
December 2012
2
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…
3
Preferred device for watching TV
Man/Sask Adults 18+
89.3%
2.9% 0.0% 5.6% 2.2%
Source: BBM Analytics December 2012 – TV-Internet Survey 2012
Q. Thinking about watching your favourite TV programs, where would you rather watch them?
4
Preferred experience for watching TV
Man/Sask Adults 18+
91.9%
2.5% 0.0% 5.6% 0.0%
Source: BBM Analytics December 2012 – TV-Internet Survey 2012
Q. How would you most prefer to watch TV programs?
5
Default to the best screen available
Man/Sask Adults 18+
Yes No Don't Know/Refused
9.8%
87.2%
2.9%
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?
6
Simultaneous second screening
Man/Sask Adults 18+
Yes No Don't Know/Refused
38.7%
61.3%
0.0%
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?
7
Screens share priority
Man/Sask Adults 18+
Yes No Don't Know/Refused
87.9%
12.1%
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?
8
Screens share priority
Man/Sask Adults 18+
Television Internet I switch back and forth Don't Know/Refused
12.3% 12.0%
75.8%
0.0%
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?
9
TV works at the top of the Purchase Funnel
Man/Sask Adults 18+
Yes No Don't Know/Refused
49.4% 50.6%
0.0%
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?
10
Online works down the Purchase Funnel
Man/Sask Adults 18+
6.0% 4.9%
49.1%54.7%
11.3%0.0%
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?
top related