Although the traditional TV is still the most used device for watching content, internet content streamed from the web is continuing to close the gap according to a new survey.
The changing viewing habits of the modern day consumer are reported by internet usage from insights and intelligence group TNS and a new report called Connected Life, which surveyed over 55,000 internet users worldwide during March-June of this year.
The survey showed that a great number of viewers (48%) engaged in second screen activity (also called ‘screen stacking’) while watching the traditional TV set. This generally involved visiting social media sites, checking emails or shopping via the web.
Traditional TV is still most popular with 75% using this medium, while 25% of those surveyed watch content on computer, laptop, tablet or smartphone each day.
Speaking about the survey, chief development officer at TNS, Matthew Froggatt said, “The growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.”
Internet TV viewing habits vary depending on country. Russia watches the most online TV and video each day (44%), that is followed by Italy, China and Singapore with 33%.