UM London has launched Screen Time, the first in its ‘Little Book of Curiosity’ research series.
TV was found to have the most impact amongst social media discussions with popular programmes such as soaps, generating hundreds of Tweets per hour. Over one fifth (22 per cent) of viewers were also found to leave comments related to television on networking sites such as Facebook and Twitter.
On-Demand television was also found to still be rising in popularity. The main use of these services was found to be television catch up. The most popular devices for VOD viewing were tablets and laptops. Findings also showed the audience online were more targeted and engaged making it the perfect platform for more specific ad campaigns and the extension of traditional linear television campaigns.
The Screen Time study also uncovered the different kinds of ‘personalities’ screen users have, this information could prove to be increasingly important to marketers as ‘playful’ tablet consumers were found to appreciate advertising which is interactive and fun, whilst on TV, entertainment and relaxation are considered more important.
Insights director at UM London, Claire Spencer, commented: “With three quarters of consumers now multi-screening and multi-tasking, the days of linear media planning are over. For brands to stand out it is vital that campaigns work in three or even four screen dimensions.”
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