Adults around the world remain hooked on TV, but the consumption habits are changing rapidly, according to a study by research consultancy TNS.
While the study found a significant number of people who still watches the TV, an increasing appetite for content is driving the growth of online media and what the firm calls “screen-stacking.”
The study involving more than 55,000 internet users around the world found that almost half of those (48%) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails, or even shopping online.
The Asia Pacific region is ahead of this trend, with 54% of people across the region taking part in screen-stacking activities, which is higher than the global average. Here are some statistics for the countries in the region - Hong Kong (72%), Malaysia (50%), Singapore (61%), Taiwan (59%) and Thailand (66%). Falling below the global average would be Indonesia (38%), Philippines (41%) and China (37%).
The study also found that the average number of digital devices per user cross the Asia Pacific stands at four devices each, fuelling the trend of screen-stacking. Indeed, users in countries such as Australia, Hong Kong, Japan, New Zealand, Singapore and Taiwan, were found to own an average of 5 devices each.
“It’s no surprise that we are seeing such a big trend towards screen-stacking in Asian markets--the appetite for online content is huge and growing all the time,” said Joe Webb, Head of Digital, TNS Asia Pacific. “What’s clear is that media multi-tasking is here to stay and the implications for advertisers are significant--there’s a real opportunity for those that understand how to really integrate their activity in our increasingly connected world.”