Real Living 2021

Real people. Real tech. Real life.

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Initial research:

Why we’re bringing Real Living back for 2021

In 2015 we launched Real Living, a research project to observe and understand how they were using digital devices in real life. Six years later, we’re resurrecting Real Living to give us a national picture of people’s digital days, how behaviour is evolving, what this means for advertisers and whether the pandemic will drive lasting change.

There has never been a more significant time to assess the changing media landscape and understand how people’s habits have been either fast-tracked or derailed by the seismic social shifts we’re living through. What better way to get a real-life picture than by bringing back Real Living for 2021? 

Real Living research

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Understanding Listeners

The latest findings from our Real Living study take a deep dive into the online audio market, looking at listener behaviour and key opportunities for advertisers.

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Understanding Gamers

Explore our Real Living findings in relation to gaming. Discover who’s gaming, why they log on and what they think of advertising within the game.

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Understanding Ecommerce Users

How has the pandemic diversified the ecommerce audience? These Real Living results are a must-read for advertisers looking to evolve their shopping strategies.

Specialism Weeks

In addition to our overall look at the changing media day, we’ll be hosting four Specialism Weeks throughout the year, revealing sector-specific insights on who is driving growth in these areas, what behaviour looks like and the opportunities for advertisers. Find out more below.

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Ecommerce Week

15-18 March 2021

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Gaming Week

7-11 June 2021

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Audio Week

6-10 September 2021

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Connected TV Week

25-29 October 2021


Real Living 2015

In 2015 we launched Real Living, a research project that took us into people’s houses to observe and understand how they were using digital devices in real life. With the living room as our stage, we studied how people were consuming media during their leisure time, the screens that were competing for their attention and whether the TV was still the dominant focus for entertainment. The results revealed clear shifts in people’s everyday behaviours, as smartphones and tablets emerged as growing contenders for peak-time attention.

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.