A new study about internet usage from insights and intelligence group TNS finds that only 25% of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily, while 75% watch traditional TV.
That gap closes in when looking at weekly figures, as 60% of the people surveyed now watch online video on a weekly basis, compared to about 88% who said they watch traditional TV.
Called Connected Life, the consumer insights study of over 55,000 internet users was conducted between March and June of this year. TNS is part of Kantar, a data investment management division of WPP.
In analyzing the findings, study authors stress the growth of “screen-stacking,” where viewers use multiple devices at once. TNS found that almost half of people (48%) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails or shopping online.
“The growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content,” said Matthew Froggatt, chief development officer at TNS, in a statement. “Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.”
The daily online-viewing habits vary by country. For example, in Hong Kong, where 32% of people watch web video daily, more people watch video online after dinner than watch TV on traditional sets. One quarter of people (26%) tune in to content on their digital devices during these prime-time hours, in contrast to 14% who switch on their TVs, the study finds.
The biggest market for daily web video viewing is Russia where 44% of people watch TV online, followed by Italy, mainland China and Singapore, where 33% of people watch online video every day.
Image is screengrab from Connected Life promo video: