1 television viewing preferences & online synergy french 18-34 december 2014
TRANSCRIPT
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Television Viewing Preferences& Online SynergyFrench 18-34
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
French 18-34
97.8%
2.2% 0.0% 0.0% 0.0%
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
French 18-34
91.9%
3.4% 4.8% 0.0% 0.0%
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
French 18-34
Yes No Don't Know/Refused
18.2%
81.8%
0.0%
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
French 18-34
Yes No Don't Know/Refused
51.0%49.0%
0.0%
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
French 18-34
Yes No Don't Know/Refused
68.6%
31.4%
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
French 18-34
Television Internet I switch back and forth Don't Know/Refused
15.9%
8.7%
75.3%
0.0%
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
French 18-34
Yes No Don't Know/Refused
42.7%
57.3%
0.0%
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
French 18-34
0.0% 5.2%
32.1%
83.6%
0.0% 5.2%
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?