Social Lives

Despite a slight decline in the average number of hours spent watching TV, there are still 85% of Social LIVES who have watched TV content live at the time of broadcast.

While the main TV set remains the ‘default’ platform for live television viewing, watching live TV on a mobile phone has seen a +41% increase wave on wave. Watching content on a mobile phone also resonates in their most preferred device for watching on-demand and catch-up TV (also up +43% wave on wave).

Social LIVES are spending the most amount of time online in an average week and this continues to be influenced by the growth in ownership of mobile devices. A massive 95% of Social LIVES now claim to own a smartphone and 45% claim to own a tablet. Increasingly, these devices continue to be used whilst watching TV, where they’re most likely to be found ‘playing’ along with TV content (Index 265 vs. Adults).

What this means for brands

To own a smartphone and 45% claim to own a tablet. Increasingly, these devices continue to be used whilst watching TV, where they’re most likely to be found ‘playing’ along with TV content (Index 265 vs. Adults).

Explore other ITV LIVES

  • Connected Lives

    There has been a huge increase in the number of Connected LIVES 'Shopping' whilst watching TV in this wave. Optimising online shopping experiences for tablet devices should be key for advertisers.

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  • Busy Lives

    Event TV remains hugely popular for Busy LIVES and in particular, watching with their families. Tablet usage during these event TV moments is also on the rise so brands should also consider dual screen ad solutions.

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  • Traditional Lives

    Traditional LIVES still watch the most television of all LIVES groups. Brands need to have a strong broadcast media presence in order to target them effectively.

    Find out more