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Television Viewing Preferences& Online SynergyMan/Sask Adults 18+

December 2012

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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

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?

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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?

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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?

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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?

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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?

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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?

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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?

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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?