This growing habit of “screen stacking” dovetails with the proliferation of devices and online video viewing. Internet users own about four digital devices, and increasingly want to watch video whenever it is convenient for them. Those twin trends are driving the use of a new form of multitasking as consumers watch TV and watch other screens at the same time.
Insights like this are vital for marketers, as they shed light on emerging behavior that brands should consider when aiming to reach the distracted viewer. “Advertisers must continue to adapt to our changing viewing habits. 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,” TNS said.
The study also found that 25% of viewers around the world watch programming on a computer, laptop, table or mobile phone each day, underscoring the rapid boost in digital video consumption. Those numbers are even higher in mainland China, Singapore and Hong Kong. Even so, TNS reports that 75% of respondents still watch the TV set every day.