Connected Lives


Connected LIVES

Connected LIVES are watching more TV than ever before, but they are still by far the biggest consumers of on-demand content too, watching 22 minutes more per week than in Wave 2. Clearly it is still the case that on-demand content offers an extra layer of convenience in their lives.

Watching on-demand content on a tablet device has increased by 49% this wave and is now the most likely device for on-demand viewing. This is clearly an influence of the rise in tablet ownership amongst Connected LIVES – the biggest uplift of all LIVES vs. wave 2.


Not only has this rise in tablet ownership inspired a growth in on-demand viewing, it has also impacted on the frequency of access to social media sites such as Facebook and Twitter. Dual-screen activity has also grown this wave – in particular around ‘shopping’ whilst watching TV (+50% wave on wave).

What this means for brands

Targeting Connected LIVES means brands need to consider integrating their Above the Line activity with social media in order to create talkability and encourage word of mouth. Optimising this activity for Tablet devices should be key.

Explore other ITV LIVES

  • 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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  • Social Lives

    95% of Social LIVES now own a smartphone and 45% own a tablet. This means brands should be embedding their campaigns across multiple touchpoints to reach them effectively.

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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.

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