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TV remains an incredibly powerful medium in the UK. While the digerati get excited about a YouTube video getting a few million views, lots of TV programs regularly pull in multiple millions of viewers daily. However, TV viewing is not as concentrated an activity as it used to be, particularly now there are so many other devices vying for consumer attention.
Even when it comes to communal TV experiences, second screens are highly likely to impinge upon viewing habits. For example, according to February 2016 polling from RadiumOne, 59% of UK internet users who planned to watch the Olympics this year said they would use a smartphone simultaneously. Tablet use wasn’t far behind, cited by 47% of respondents, while other digital behaviors like searching online and networking on social media also got notable mentions.
November 2015 data from the Internet Advertising Bureau UK (IAB UK) indicated that this practice of simultaneous digital media usage during TV programming was becoming increasingly common. More than simply having their heads turned during ad breaks, UK viewers are now splitting their attention between screens almost constantly. The battle for consumer attention is on.
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