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1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

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1 Television Viewing Preferences & Online Synergy French 18-34 December 2014
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Page 1: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

1

Television Viewing Preferences& Online SynergyFrench 18-34

December 2014

Page 2: 1 Television Viewing Preferences & Online Synergy French 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…

Page 3: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

3

Preferred device for watching TV

French 18-34

97.8%

2.2% 0.0% 0.0% 0.0%

Source: nlogic December 2014 – TV-Internet Survey 2014

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

Page 4: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

4

Preferred experience for watching TV

French 18-34

91.9%

3.4% 4.8% 0.0% 0.0%

Source: nlogic December 2014 – TV-Internet Survey 2014

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

Page 5: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

5

Default to the best screen available

French 18-34

Yes No Don't Know/Refused

18.2%

81.8%

0.0%

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?

Page 6: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

6

Simultaneous second screening

French 18-34

Yes No Don't Know/Refused

51.0%49.0%

0.0%

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?

Page 7: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

7

Screens share priority

French 18-34

Yes No Don't Know/Refused

68.6%

31.4%

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?

Page 8: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

8

Screens share priority

French 18-34

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

15.9%

8.7%

75.3%

0.0%

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?

Page 9: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

9

TV creates Demand

French 18-34

Yes No Don't Know/Refused

42.7%

57.3%

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?

Page 10: 1 Television Viewing Preferences & Online Synergy French 18-34 December 2014.

10

Online converts demand

French 18-34

0.0% 5.2%

32.1%

83.6%

0.0% 5.2%

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?


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