Microsoft Advertising has released a study which shows that almost one in three families (30 per cent) communicate digitally while in the house.
This figure accounts for communication which is traditionally done face-to-face, such as parents calling children for dinner, or children asking parents for help with homework.
The findings, based on a sample of 1500 families across the UK, also included that the average family home contains 10 devices, six of which are connected to the internet, revealing a tendency among consumers to multi-task while watching television - seventy three per cent of those surveyed admitting to doing so.
Microsoft has indicated that these results underline the importance of advertisers adopting multiplatform strategies.
Tim Lumb, Research Manager at Microsoft Advertising said: “The ‘Families’ research gives brands and advertisers plenty to think about by revealing a whole new method of communication between family members in the home. Just a few years ago texts, Facebook posts and video calls were reserved for making contact with people who couldn’t be reached through traditional communication, but this is no longer the case.
“Parents we spoke to are embracing new technologies as a way of bringing added convenience to day-to-day tasks. On more than one occasion we heard that parents are making video calls to let the kids know that dinner is ready – this is often a lot easier than trying to get their attention without burning the food!”
Owen Sagness, UK General Manager for Microsoft Advertising and Online says: “The attention of the consumer has moved to multitasking on a range of devices whilst watching TV, making it crucial for advertisers to roll out an effective multi-platform strategy. Ensuring your campaigns are relevant and useful to whatever your audience is doing at that time is more important than ever. Having an insight into what people are doing at any time on a day-to-day basis is essential. With Xbox, Windows 8, Windows Phone, Bing, MSN and Skype, Microsoft has both the hardware and software that touches audiences at every point throughout their day, offering a seamless experience that enables brands to reach consumers on multiple screens and devices.”
Microsoft has this week had to defend its own multiplatform advertising strategy, strenuously denying claims that its Xbox Kinect 'harvests' data from players in order to target them with adverts.