Real_Living: A focus on the UK audience by age group
The IAB wanted to understand the difference between males and female device usage in the living room.
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 age groups for device usage in the living room.