Three-quarters of internet users across 50 markets around the world report watching traditional TV on a daily basis, compared to one-quarter who report watching video on a digital device with that frequency, according to results from a TNS survey of more than 55,000 internet users around the world. The US results largely hewed to the global average, with three-quarters watching TV daily compared to 24% watching video daily on a PC, laptop, tablet or mobile.
TV’s wide reach helps explain its stated advertising effectiveness. In a new MarketingCharts Debrief, “Advertising Channels With the Largest Purchase Influence on Consumers” [download page], TV emerged as the paid advertising channel with the largest stated influence on consumers, while online video lagged towards the bottom. TV ads proved far more influential even to Millennials, the generation most likely to say their purchases are influenced by online video ads. The study found TV’s weekly reach to be approximately 50% higher than for online video – but separate data suggests that TV viewers are exposed to as much as a full hour of TV ads each day, compared to around 2 minutes of video ads per viewer.
Meanwhile, not surprisingly, the TNS survey found high rates of multi-screening, or “screen-stacking.” Some 48% of global respondents who watch TV during the evening simultaneously use digital devices to engage in activities such as using social media, checking emails, or shopping online.
That’s actually a lower figure than recently reported by Deloitte, although Deloitte’s survey looked at TV multitasking activities beyond the use of digital devices. In that study, 86% of US respondents aged 14 and older claimed to always or almost always multitask while watching TV, with the most common activities being to browse and surf the web, read email, and use social networks.
The TNS survey notes that multi-screening is likely being driven by an increase in device ownership, with the average respondent owning approximately 4 digital devices. By comparison, Deloitte’s survey revealed that 39% of Americans aged 14 and up own a trio of digital devices – laptop, smartphone and tablet ”“ as of late 2013, up from 26% in late 2012 and 10% in late 2011.
About the Data: TNS’ Connected Life is a global study of the digital attitudes and behaviors of over 55,000 internet users across 50 countries. The fieldwork was undertaken in all markets between March and June 2014.