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TNS: Rise of Digital Devices Affects Viewing Habits [Professional Services Close - Up](Professional Services Close - Up Via Acquire Media NewsEdge) Adults around the world remain hooked on TV but the consumption habits of content-hungry viewers are quickly changing, according to TNS. TNS reported in a release that in Connected Life, a study of over 55,000 internet users worldwide, the consultancy found that almost half of people (48 percent) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails or shopping online. TNS noted that the survey found that consumers own approximately four digital devices each. This, combined with demand for TV and video content on-the-go, is fuelling the rise of multi-screening or 'screen-stacking' - the use of multiple digital devices at the same time. Demand for live and on-the-go content has been amplified during the FIFA World Cup in recent weeks. Viewers worldwide are accessing this international sporting event via multiple devices at home and on the move, while also engaging in conversations on social media platforms. The desire to access our favorite TV shows at all hours of the day is also driving online TV usage, which extends our access to them. One quarter (25 percent) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33 percent) in mainland China and Singapore and 32 percent in Hong Kong, where 'phablets' are increasingly popular. The U.S. meanwhile is closer to the global average where 24 percent of those surveyed indicated they watch content on their mobile device. In Hong Kong, more people actually choose to watch TV and video online rather than on traditional sets. After dinner, one quarter of people (26 percent) tune into content on their digital devices, in contrast to 14 percent who switch on their TVs. Yet despite this surge in online consumption, traditional TV sets still play a huge part in people's lives, with three quarters of respondents (75 percent) sitting in front of the box every day. TV dinners are also alive and well, with three out of four viewers (76 percent) giving TV their undivided attention while eating in the evening. Many of the big global media companies are already taking advantage of growing online viewing trends, offering on-demand services such as BBC iPlayer, Hulu or HBO GO, which allow people to access premium content wherever they are through their phones or tablets. Matthew Froggatt, Chief Development Officer at TNS, said, "In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing - it isn't just on the sofa at home without any other digital distractions around us. Instead, the growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content among viewers." TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer and employee relationships. Kantar is the data investment management division of WPP and an insight, information and consultancy group. More information: www.tnsglobal.com/connectedlife www.tnsglobal.com www.kantar.com ((Comments on this story may be sent to [email protected])) (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |