Real_Living: A focus on gender differences in device usage in the living room
Posted on: Wednesday 06 April 2016
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.
These results have been taken from the online survey only and look at the differences between male and female device usage in the living room.
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IAB UK won the ‘Consumer Devices’ award for its ‘Real_Living: How devices compete for attention in the living room’ research at the IAB Europe Research...Learn more