Taylor Nelson Sofres (TNS), a leading market research and market information group released results of its study of over 55,000 internet users worldwide. Connected Life, the team that led the global study, explored how technology transforms the lives of consumers across the world and discovered that the rise of digital devices has led to new viewing habits.
One of the findings showed that almost half (48%) the people worldwide who watched TV in the evening simultaneously engaged in other digital activities, such as using social media, checking their emails or shopping online. APAC is ahead of this trend, with 54% of individuals across the region taking part in ‘screen-stacking’ activities, such as using social media, checking their emails or shopping online whilst watching TV. This varies across the region, peaking at 79% in Japan and coming in at just 37% in China.