Television holds strong – TNS Connected Life – Marketing Over Coffee

Globally, three-quarters of Internet users every day watching television. Almost half of the Internet during the evening watching TV while using a smartphone, tablet or computer. One quarter of respondents each day watching online video content – according to a report by TNS Connected Life.

Television does not give up – adults around the world remain very attached to this traditional channel. However, according to studies, are rapidly changing the viewing habits.

becomes more and more popular online TV and multiscreeningu phenomenon, ie the simultaneous TV viewing and use of electronic devices (smartphones, tablets, computers).

The survey shows that nearly half of respondents (48%), watching TV in the evening (after dinner), while use of other devices connected to the Internet: peering into social networking sites, check e-mails or make purchases. It is associated with an increasing number of your equipment. The world one surfer uses an average of four devices, while in Australia, Germany and the UK, this average increases to five. In Poland, the saturation level of the devices is only slightly lower than in Western countries (average 4.6).

Set a smartphone, laptop and TV screens is the base combination of modern e-consumer. In contrast, its age, family situation and interests depends on what the next (average two) devices join this set.

The demand for live content and available immediately could be seen during the World Cup in football. Viewers around the world participated in this global sporting event using a variety of devices, both at home and outside of it, at the same time engaging in discussions in social media. On the Polish market a further boost to this trend is the policy of operators who broadcast sports events on mobile devices add to the offer as added value (without reducing the data transfer limit in the subscription) – says TNS.

The desire to watch your favorite TV programs without waiting for the time of transmission drives the demand for video content available online that are not broadcast in the traditional model of events: out of YouTube, it’s also all the live broadcasts on the Web or paid services with movies. One quarter of respondents (25%) globally every day watching this type of video content online.

In Poland, the share of people every day watching video content on the Web is more or less than the global average (24%). In Germany, one in ten (10%) declared surfer watching video content every day, while in Italy third (33%) of the respondents.

– Of course, virtually every Internet user, irrespective of latitude and longitude, at least from time to time watch “some movies” on the Web. The differences concern the frequency of viewing. The example of Germany and Italy reflects a pattern seen in the regional scale: the average percentage of declaring a daily watch video online for North-West Europe is 13% and for South-Eastern Europe – 31% – notes Andrew Olękiewicz with TNS Poland, the local project leader Connected Life.

Despite the rapidly growing consumption of online content continues to traditional television plays an important role in our lives – every day it sits before three-quarters (75%) of Internet users in the world . For the Polish observed similar intensity viewing – 76% of respondents makes it every day. Analogous index for Germany is 78%, and 82% for Italy. Among the respondents were very few people who do not watch television – globally, their share is 5% and for European countries 2-3%.

As the Olękiewicz, subjects at any time of the day they have a different combination used devices and their various applications – time looking for information, entertainment or other time shopping. According to the study, for example, is not predicted to TV dinners in the company were to lose its popularity. At the time, watching television is not disturbed by other media: three out of four Internet users in the world (76%) having the TV on while eating the evening meal only focuses attention on it (and do not use at the time of any other devices). For dinner, in Poland and in Germany 77% of Internet users, only glancing at the TV, and in Italy – 84% (among those who have it on at that time).

Late evening (a few hours after dinner, before we put to bed), the period of most intense simultaneous use of multiple devices at the same time. In Poland, 55% of Internet users watching television at the time, while doing something on another device – communicate with friends, looking for information or entertainment, as well as buying on the web. Evening Multiscreening in Italy (47%) and Germany (46%) is not so common – Poland with its 55% clear in this respect than the global average, which is 48%.

About the Study
Connected Life survey covers more than 55 thousand. Internet users around the world. As the machine counted: mobile phone, smartphone, tablet, laptop, desktop, game console, TV, smart TV and telephone.