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Television Viewing Preferences& Online SynergyFemales 18-34

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 18-34

80.2%

15.3%1.2% 3.4% 0.0%

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 18-34

87.6%

7.4% 2.8% 2.2% 0.0%

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 18-34

Yes No Don't Know/Refused

37.4%

61.4%

1.2%

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 18-34

Yes No Don't Know/Refused

56.8%

43.2%

0.0%

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 18-34

Yes No Don't Know/Refused

62.1%

37.9%

0.0%

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 18-34

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

1.2%

25.4%

73.4%

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 18-34

Yes No Don't Know/Refused

55.7%

41.8%

2.6%

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 18-34

4.9% 1.4%10.4%

83.7%

6.3% 0.0%

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?