Real_Living: A focus on the data captured through passive digital activity monitoring

This deck looks further into the data from the passive digital activity monitoring element of the IAB's Real_Living research, providing insights into peoples' activities on their devices.

The Real_Living study – carried out by award winning research agency, Sparkler – investigates the degree to which the rise of internet-connected devices has impacted the traditional TV watching living room dynamic, and how people really divide a finite amount of attention between different screens.

The study involved a survey of 1,010 online adults, passive monitoring of the online and app usage of 47 people over 7 days, and an ethnographic study of two households with biometric data in one of the households.

The full report can be accessed here



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