More than one third of Canadians (34%) use multiple devices when watching TV, although that is below the global average of 41%, according to the new Connected Life study from global research consultancy TNS.
Approximately 72% of Canadians still watch TV daily – compared with 75% globally – but the study says the practice of multi-tasking is becoming increasingly common.
The average Canadian now owns four digital devices – trailing Australian, German and U.K. respondents, who own five – which is a major contributor to multi-tasking activity.
Berkeley Scott, managing director Canada West and vice-president of digital and mobile media at TNS, said that the so-called “screen stacking” phenomenon poses a significant challenge for advertisers.
“To engage customers in this new digital advertising era, brands must adopt a more integrated online approach,” said Scott.
Timing is everything
The study hints that the best time to reach consumers via TV advertising is dinnertime, when 76% of TV viewers are not engaged with another screen. It also says there is a time and media channel for every brand. In the U.K., for example, radio remains a key channel for 21% of internet users in the morning, while PC usage in Finland peaks at between 24-40% in the afternoon.
The study found that TV viewers are engaged in a wide range of second-screen activities, ranging from consuming news and entertainment (11%) to social activity (11%) and shopping (7%).
Nearly 85% of Canadians now view online video weekly, with 24% doing so on a daily basis. The online viewing phenomenon is most pronounced in mainland China and Singapore, where the rising popularity of super-sized smartphones – also known as “phablets” – has led to 33% watching online video content daily.
The rapid rise of online video viewing is reflected by the rise of on-demand services such as BBC iPlayer, Hulu and HBO GO, which allow users to access premium content wherever they are.
The study said that Western markets are being “left behind” in the adoption of new technologies, with a “high percentage” of internet users in Asia already using wearable technology such as Google Glass and smartwatches. The adoption is being powered by mobile, the study said.
The Connected Life findings are based on interviews with 55,000 internet users around the world.
