Real_Living: A focus on the UK audience by age group


The IAB wanted to understand the difference between males and female device usage in the living room.

The Real_Living study – carried out by award winning research agency, Sparkler – investigates the degree to which the rise of internet-connected devices has impacted the traditional TV watching living room dynamic, and how people really divide a finite amount of attention between different screens

The study involved a survey of 1,010 online adults, passive monitoring of the online and app usage of 47 people over 7 days, and an ethnographic study of two households with biometric data in one of the households.

These results have been taken from the online survey only and look at the differences between age groups for device usage in the living room.

The full report can be accessed here

 

LOG IN TO DOWNLOAD

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Related content

How does Real_Living relate to neuroscience

Learn more

Real_Living Highlights 2016

Learn more

The decline of the TV centric living room

Learn more

Real_Living: Full results - how devices compete for attention in the living room

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.