TV strikes back. Rise of digital devices drives new viewing habits

Adults around the world remain hooked on TV but the consumption habits of content-hungry viewers are changing rapidly, according to global research consultancy TNS. While our love affair with television endures, TV sets alone are no longer enough to satisfy our appetite for content, driving the growth of online media and ‘screen-stacking’ as a result.

In Connected Life www.tnsglobal.com/connectedlife, a study of over 55,000 internet users worldwide, TNS found that almost half of people (48 per cent) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails or shopping online.

According to Steve Hamilton-Clark, CEO TNS Mena similar trends are active in key markets in the Middle East. Report data shows that 64 per cent of TV viewers in Saudi Arabia and 50 per cent in the UAE are engaged in other digital activities simultaneously, higher than the global average.

Hamilton-Clark said that as digital landscape is shown to differ by country, brands should approach each market specifically in order to increase their market share.

The survey also revealed that consumers in both KSA and UAE markets tend to own up to four digital devices, in line with global figures. This, combined with demand for TV and video content on-the-go, is fuelling the rise of multi-screening or ‘screen-stacking’ behaviour - the use of multiple digital devices at the same time.

Hamilton-Clark noted that demand for live and on-the-go content was amplified during the recent FIFA World Cup.  Viewers worldwide accessed this international sporting event via multiple devices at home and on the move, while also engaging in conversations on social media platforms.

The desire to access favourite TV shows at all hours of the day is also driving online TV usage, extending user access to them. One quarter (25 per cent) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33 per cent) in mainland China and Singapore and 32 per cent in Hong Kong, where 'phablets' are increasingly popular. Meanwhile, closer to home, in Saudi Arabia approximately one-third of those surveyed watch content on devices, higher than the global average. This trend is relatively lower amongst viewers in the UAE with only 15 per cent watching the content on multiple devices.

In Hong Kong, more people actually choose to watch TV and video online rather than on traditional sets. After dinner, one quarter of people (26 per cent) tune into content on their digital devices, in contrast to 14 per cent who switch on their TVs.

Yet despite this surge in online consumption, traditional TV sets still play a huge part in our lives, with three quarters of respondents (75 per cent) sitting in front of the box every day. In Saudi Arabia, this rises to 91 per cent, with the UAE not so far behind at 86 per cent. TV dinners are also alive and well, with three out of four viewers (76 per cent) giving TV their undivided attention while eating in the evening.

Many of the big global media companies are already taking advantage of growing online viewing trends, offering on-demand services such as BBC iPlayer, Hulu or HBO GO, which allow people to access premium content wherever they are through their phones or tablets.

Matthew Froggatt, Chief Development Officer at TNS, said: “In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing - it isn’t just on the sofa at home with no other digital distractions around us. Instead, the growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content among viewers.

“While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.

“However, many people around the world are still wedded to their TV sets, particularly when they are with their families and friends. Our ongoing love affair with TV has been supported by the rise in digital set-top boxes, catch-up TV and on-demand services such as Sky+ and Virgin TV Anywhere.”


Market % of people watching online video every day – either PC, mobile or tablet

Global  25

Europe  25

Australia 18

China 33

France 16

Germany 10

Hong Kong 32

India 20

Italy 33

Netherlands 12

New Zealand  17

Russia 44

Singapore 33

Spain 28

KSA 27

UAE 15

UK  17

USA  24

Market % of people watching TV every day

Global  75

Europe 77

Australia 79

China 66

France 71

Germany 78

Hong Kong 75

India 78

Italy 82

Netherlands 76

New Zealand 69

Russia 73

Singapore  70

Spain 84

KSA 91

UAE  86

UK   80

USA  75

(Home page image courtesy Shutterstock)

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