Traditional LIVES still watch the most TV of all groups and this has continued to increase over time. Evidence suggests that new ways of accessing on-demand content (such as via the set-top box) has also encouraged growth in their level of on-demand viewing (up 16 minutes wave on wave).
Technology continues to infiltrate the homes of Traditional LIVES, with tablet penetration up to 20% this wave. Usage of tablet devices is becoming more frequent which is starting to have an influence on their online behaviours.
Multi-screening for this group is most-commonly done on a laptop and mainly involves browsing the Internet; however there has been a significant uplift in ‘shopping’ whilst watching TV (+27% wave on wave).
What this means for brands
Targeting Traditional LIVES means brands need to have a strong broadcast media presence and should focus on building stature and trust throughout their campaign.