The Launch of Real Living 2021
In 2015, IAB UK launched Real Living, a research project to observe and understand how Brits were using digital devices in real life. Six years later, we regenerated 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 have driven lasting change.
Having already launched deep-dive insights into shoppers, gamers, listeners and viewers, watch back this virtual event as we revealed new insights about consumer behaviour across all media - what people are doing, when they're doing it, and crucially, how they're doing it. With analysis from IAB UK's Research team and research consultancy Sparkler alongside commentary from IAB members, all of this insight will come with not-to-be-missed implications for advertisers and practical tips for reaching consumers via the most effective channel.
Before the results of Real Living are revealed, Sparkler's Jamie Simpson will share the methodology that was used to conduct this research into consumer's use of devices and tech, how the research team gathered quantitative and qualitative evidence to build a picture of changing habits, and how the research was impacted by conducting the study against the backdrop of lockdowns and restrictions.
Having already launched deep-dive insights into shoppers, gamers, listeners and viewers, join us as we reveal new insights about consumer behaviour across all media - what people are doing, when they're doing it, and crucially, how they're doing it.
Join IAB UK members as they offer their thoughts and commentary on the findings from the Real Living research as well as take questions from the audience.