Report: ‘Screen stacking’ a growing phenomenon around the world

By Jim O'Neill on Jul 11 2014 at 9:00 AM

Three-quarters of Internet users globally said they watch TV on a daily basis but acknowledge that their attention is, to put it mildly, not undivided.

Close to half of all respondents (48%) to a survey from TNS Global said they “screen stack” while watching TV, interacting with social sites like Facebook, using email or shopping.

About a quarter of them also said they access online video content on a digital device daily, said the survey, “Connected Life 2014.”

Media companies are reacting to that multi-tasking and to users routinely getting their video entertainment online by introducing products like TV Everywhere and other on-demand services including BBC iPlayer, Hulu or HBO GO.

TNS Global’s Berkeley Scott, VP of digital and mobile media, said the reaction is critical to the evolution of the industry.

“Multi-tasking has become norm, and with it our consumers' attention to a single task has greatly decreased, including watching TV,” said Scott. “Growing demand for content accelerates the growth of screen-stacking and online TV viewing. While traditional TV viewing is not going anywhere, especially around family gathering times, advertisers are facing new challenges and must adapt strategically to our changing viewing habits. To engage customers in this new digital advertising era, brands must adopt a more integrated online approach.”

Worldwide, said TNS Global, in its “Connected Life 2014” report, while online content viewing on a digital device has grown steadily, 75% said they still watch TV, albeit with one eye elsewhere.

Connected Life surveys 55,000 Internet users across 50 countries on their digital attitudes and behaviors. The fieldwork was undertaken in all markets between March and June 2014.

Follow me on Twitter @JimONeillMedia

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