Kiwis ahead of the curve with digital devices [Infographic]
Kiwis ahead of the curve with digital devices
• Over a half of Kiwis are ‘screen-stacking’ in the evening
• New Zealanders each own approximately five digital devices
10th July 2014 - While New Zealander’s love affair with television endures, TV sets alone are no longer enough to satisfy Kiwis appetite for content, driving the growth of online media and ‘screen-stacking’ - the use of multiple digital devices at the same time, according to global research consultancy TNS.
TNS Connected Life 2014 survey of over 55,000 internet users worldwide, found that ‘screen-stacking’ is becoming prevalent globally. The TNS survey found that almost half of people (48%) globally who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails or shopping online.
In New Zealand, over half of Kiwis are using more than one screen when watching TV in the evening (55%), and the trend is similar in Australia, where 50 percent of consumers take part in ‘screen-stacking’. In comparison, within APAC Japanese internet users ‘screen-stack’ at the highest level of 79 percent, while Chinese defy the trend, with only 37 percent of internet users partaking.
Multi-device ownership is fuelling the rise of the multi-screening or ‘screen-stacking’. New Zealanders now own approximately five digital devices each - similar to Australia, Japan, Germany and the UK. Growing demand for TV and video content on-the-go is also contributing to the trend.
The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them. Around 17 percent of Kiwis nationwide are heading online to watch videos. This relates to the trends picked up globally, as one quarter (25%) of the global internet users now watch content on a PC, laptop, tablet or mobile daily.
Commenting on the findings, TNS New Zealand Director, David Thomas, said, “In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing - it isn’t just on the sofa at home with no other digital distractions around us. It is not surprising that we are seeing such a pronounced trend in New Zealand towards ‘screen-stacking’ - the appetite for online content is significant and growing all the time.”
Many of the big global media companies are already taking advantage of growing online viewing trends, offering on-demand services such as BBC iPlayer, Hulu or HBO GO, which allow people to access premium content wherever they are through their phones or tablets. In New Zealand, media companies are also recognising this trend, offering online content such as TV On-demand by TVNZ and Sky Go.
“Many people around the world are still wedded to their TV sets, particularly when they are with their families and friends and 69 percent of Kiwis still tune in to the box daily. But while traditional TV still has its role to play, advertisers must adapt to our changing viewing habits. 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. There’s a real opportunity for those that understand how to really integrate their activity in our increasingly connected world,” Mr. Thomas concluded.
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Notes to editors
About Connected Life
Connected Life is a leading global study of digital attitudes and behaviours of internet users across 50 countries, exploring how technology is transforming the lives of consumers across the world. It offers essential insight into the impact of the growing digital ecosystem on the media landscape.
Connected Life also uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment; it is a powerful tool that helps brands make better digital decisions.
The fieldwork was undertaken in all markets between March and June 2014.
About TNS New Zealand
TNS New Zealand advises clients on specific growth strategies around new market entry, innovation, brand switching and customer and employee relationships, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.
Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com