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BizReport : Advertising archives : March 19, 2014

Television remains dominant screen in UK

The AdReaction study from Millward Brown reveals that despite having the highest smartphone penetration of 30 countries surveyed Brits spend a third of their screen time watching the television.

by Helen Leggatt

The AdReaction study was conducted to analyze the use, behavior and receptivity to advertising of multiscreen users across 30 countries. It found that Brits spend more time watching television than any other country - spending on average two and a half hours, or 36% of their screen time, glued to the box.

A typical multiscreen consumer in the UK was found to consume just under seven hours of screen media over the course of a day - but that consumption happens in just five hours. That means they are using two screens at the same time for two hours every day.

The screen that dominates during the day in Britain is the smartphone (111 minutes/27% of screen time) followed by laptops (97 minutes/24% of screen time). Only in the evening does the television take center stage, the same time that tablet use peaks (55 minutes/13% of screen time).

"This year's AdReaction study shows that consumers with access to multiple screens at home are using and switching between their devices regularly, albeit in different ways at different times," said Martin Ash, Research Director at Millward Brown. "AdReaction gives us a clearer understanding of how users make journeys between their devices which marketers can use to be more present, creating ad campaigns that are creative and enable deeper engagement with consumers wherever and whenever they are most receptive to advertising."

Meanwhile, Chinese consumers are multiscreening more than any other country with smartphones the primary screen taking three hours out of each day and dominating throughout the day.

"China continues to sophisticate at break-neck speeds, punctuated by the ever-changing media consumption landscape," said Chris Maier, Head of Millward Brown Greater China's Media and Digital Practice. "It really comes as no surprise that we, in China, utilize multi-screens more than anywhere else in the world."

Image via Shutterstock

Tags: advertising, marketing, mobile, multi-screen

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