The degree to which the rise of internet-connected devices has impacted the traditional TV watching living room dynamic is revealed today by an in-depth study from the IAB UK exposing two key myths about this traditional routine.
The Real_Living study – carried out by award winning research agency, Sparkler – involved 1,050 people and was measured by a mixture of surveys, passive filming, on-device tracking, daily diaries and biometric data (via skin sensors to measure Electrical-Dermo Activity, aka engagement). The study also includes data from the National Grid and British Gas. Continue reading here.
IAB UK: The Decline of the TV Centric Living Room