Device Owners in Canada Prefer Traditional Methods of Watching TV - eMarketer
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Device Owners in Canada Prefer Traditional Methods of Watching TV

Forty-one percent of device owners abstain from social media while their favorite show airs to avoid spoilers

January 10, 2014 | Media Buying | Media & Entertainment

Despite the slew of digital methods and devices available for consuming TV programming conveniently, most device owners in Canada still prefer to watch their favorite shows traditionally.

In a December 2013 study by Rogers, three-quarters of device owners said they frequently consumed programming by watching it in real time. Recording live television for later consumption was the second most common method, with 49% of device owners reporting they routinely did this.

Millennials are significantly more likely than their older counterparts to consume digital-based content. Six out of 10 device owners between the ages of 16 and 29 said they watched internet-based television programming such as Netflix, while just 17% of those 60 and older regularly did.

Ways that Mobile Users in Canada Watch TV, by Age, Dec 2013 (% of respondents in each group)

Device owners’ screen preferences are consistent with the way they typically consume TV content. Sixty-five percent of device owners in Canada reported an LCD TV was their preferred screen on which to consume media.

Laptop computers came in second place, with a significantly less percentage of device respondents—13%—expressing they were partial to watching shows on these screens. However, it’s a different story when age is factored into the equation. One in four of Canada’s millennials favored watching media on their laptops, while only 9% of device owners 30 and older preferred this method.

Preferred Device for Watching Media According to Mobile Users in Canada, Dec 2013 (% of total)

In the age of social media, plot spoilers are a common issue for viewers who are unable to watch their favorite shows live. Although millennials and Gen Xers are significantly more likely than older device owners to regularly use their smartphones while watching TV to look up information about the program, age plays no factor when it comes to avoiding spoilers on social networks. In Canada, approximately four out of 10 device owners of all age cohorts strongly or somewhat agreed that they abstained from using social media platforms while their favorite show aired to avoid finding out what happened before they finally did sit down to watch.


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