The ‘TV-centric living room’ is in decline, according to the Internet Advertising Bureau UK, due to the rise of internet-connected devices.
In a new study (http://tinyurl.com/j35jfny), the IAB found that only 50% of UK online adults describe the TV as the focal point of their living room. 70% say that they normally use a connected device while watching TV, rising to 87% among 16-34 year-olds. Multi-device activity peaks between 6pm and 9pm.
Biometric data (gathered via skin sensors), showed that 60% of the time that a person is is most highly-engaged while watching TV is in non-TV related activities. The IAB’s chief strategy officer, Tim Elkington, said, ““Second screening is ingrained to such a degree that all screens are now equal; there’s no hierarchy, only fragmentation of attention – actually switch-screening is a much more accurate term”.
The incidences of second-screen activity did not, as might be expected, coincide with advertising breaks. People were found to check their emails just as much while watching programmes as during an ad break, and the usage of texts and IM apps was only 1% higher. There was actually found to be more online activity during a programme than during a break.
