Although the vast majority of TV viewing remains in the home and on the main TV set, viewing on other screens in new locations has enhanced viewing and interaction – and increased the number of opportunities for brands to tap into TV’s power.
- The proportion of adults watching TV via other devices is small but significant. 9.4% of the UK watches TV on a desktop/laptop in a week, 8.8% on a tablet and 5.3% on a smartphone (IPA, Touchpoints, 2017)
- On average people watch an extra 3.5 minutes of TV a day on other devices such as smartphones, tablets and laptops. Together with the TV they watch on a TV set (within 28 days of the original broadcast), this brings total viewing to 3 hours, 38 mins a day (BARB & Broadcaster data, 2017)
- TV has expanded beyond the living room: 56% of the UK have watched TV on screens other than the TV set while in the living room; 46% in the bedroom; 24% in their study or home office; 19% in the kitchen; 12% in the garden; and 9% in the bathroom or toilet (Craft/Thinkbox, ‘Screen Life: TV advertising everywhere’, 2014)
- TV is watched in many places outside the home: 17% of the UK has watched TV on their tablet, laptop or smartphone when they are at someone else’s house; 13% at work; 12% elsewhere out of home (e.g. waiting for a bus); 10% while travelling on business; 13% in a public building; 16% while on public transport; and 12% while travelling in a car (Craft/Thinkbox, ‘Screen Life: TV advertising everywhere’, 2014)
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