1

Television Viewing Preferences& Online SynergyAdults 18-34

December 2014

2

TV & Online Synergy

• In a nationally representative telephone survey, people were asked about their preferences for viewing TV programs, and their simultaneous use of TV and online devices

• Viewing TV on the big screen is clearly the preference for most Canadians, but what is also becoming clear is the symbiotic relationship between TV and online activity

• TV and online work side by side as people are exposed to advertising and work their way down the purchase funnel

And the survey says…

3

Preferred device for watching TV

Adults 18-34

83.6%

13.0%2.1% 0.5% 0.8%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. Thinking about watching your favourite TV programs, where would you rather watch them?

4

Preferred experience for watching TV

Adults 18-34

89.2%

5.4% 3.5% 1.5% 0.4%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. How would you most prefer to watch TV programs?

5

Default to the best screen available

Adults 18-34

Yes No Don't Know/Refused

29.9%

69.3%

0.8%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. Could watching your favourite TV programs on a computer or mobile device replace watching them on your home TV as your preferred method of watching television?

6

Simultaneous second screening

Adults 18-34

Yes No Don't Know/Refused

67.1%

32.5%

0.4%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. In the past week have you watched TV and used the internet at the same time?

7

Screens share priority

Adults 18-34

Yes No Don't Know/Refused

76.7%

23.3%

0.0%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. While you were watching TV and using the internet at the same time, were you paying attention to both?

8

Screens share priority

Adults 18-34

Television Internet I switch back and forth Don't Know/Refused

7.5%4.0%

86.2%

2.3%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. Did you pay more attention to the Television or the Internet, or did you switch back and forth?

9

TV creates Demand

Adults 18-34

Yes No Don't Know/Refused

60.5%

39.5%

0.0%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. Have you ever gone online and searched for information or a website based on something you saw in a television?

10

Online converts demand

Adults 18-34

3.9% 2.6%16.1%

78.6%

8.9% 3.0%

Source: nlogic December 2014 – TV-Internet Survey 2014

Q. When you went online and searched for information or a website based on something you saw in a television commercial, what did you do?