Real_Living: A focus on the UK audience by age group
Posted on: Wednesday 20 April 2016
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.
The full report can be accessed here
You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.
Topics
Related content
Real_Living Highlights 2016
Learn moreReal_Living: A focus on the data captured through passive digital activity monitoring
Learn moreReal_Living: A focus on device usage and attitudes
Learn more
Why digital advertising works
Discover why digital advertising is effective for reaching your customers and building brands.