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

 

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.

supportive