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Television Viewing Preferences& Online SynergyEnglish 25-49

December 2014

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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

English 25-49

87.7%

8.6%1.6% 0.8% 1.2%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. Thinking about watching your favourite TV programs, where would you rather watch them?

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Preferred experience for watching TV

English 25-49

92.9%

3.6% 2.1% 1.0% 0.4%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. How would you most prefer to watch TV programs?

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Default to the best screen available

English 25-49

Yes No Don't Know/Refused

18.6%

80.0%

1.4%

Source: nlogic December 2014 – TV-Internet Survey 2014

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

English 25-49

Yes No Don't Know/Refused

69.0%

30.6%

0.4%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. In the past week have you watched TV and used the internet at the same time?

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Screens share priority

English 25-49

Yes No Don't Know/Refused

80.9%

19.1%

0.0%

Source: nlogic December 2014 – TV-Internet Survey 2014

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

English 25-49

Television Internet I switch back and forth Don't Know/Refused

4.8%10.4%

82.0%

2.7%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. Did you pay more attention to the Television or the Internet, or did you switch back and forth?

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TV creates Demand

English 25-49

Yes No Don't Know/Refused

63.6%

36.1%

0.3%

Source: nlogic December 2014 – TV-Internet Survey 2014

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 converts demand

English 25-49

10.2% 4.6%15.6%

81.1%

7.3% 3.2%

Source: nlogic December 2014 – TV-Internet Survey 2014

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?