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 that took us into people’s houses 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? 

Specialism Weeks coming soon

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

Ecommerce

Real Living: Understanding Ecommerce Users

Download our new research ‘Real Living: Understanding Ecommerce Users’. The study reveals key insights into how the pandemic has diversified the ecommerce audience - with older groups driving growth - and impacted behaviour among established shoppers. A must-read for advertisers looking to evolve their shopping strategies.

PREVIOUS RESEARCH:

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.

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