New Rogers Innovation Report reveals majority of Canadians
are marathon viewers and multiscreen taskers
Longest TV marathon viewing session averages almost seven
hours on a weekend
Nine out of 10 adults 34 years and under watch content on
smartphones, tablets or laptops
TORONTO,
June 10, 2013 /CNW/ - Do you consider
yourself a TV aficionado? Do you watch more than three TV episodes
in a row? Is your tablet and smartphone always by your side when
you're channel surfing? Are you willing to forgo sleep and a shower
to spend a few more minutes watching your favourite
characters? If so, you're not alone. The latest Rogers
Innovation Report reveals that Canadians' love affair with their
TVs continues and that technology is significantly changing where
and how they watch it.
Established in 2011, the Rogers Innovation Report regularly
explores connected Canadians' views on technology. This latest
issue gauges Canadians' TV viewing habits and how technology is
fueling content consumption. The report shows that a majority of
Canadians participate in TV marathon sessions, access TV
entertainment on smartphones and tablets, and are using social
media to enhance their viewing experiences.
"Canadians have an insatiable appetite for compelling content
and technology is driving a transformation in how we consume
entertainment. Viewers are diving deeper into plots and storylines,
pressing play on one episode after another," said David Purdy, senior vice-president, content,
Rogers Communications. "We've become entertainment multi-taskers,
using smartphones and tablets to stream content, and to stay
plugged into social media."
Technology that controls and customizes TV experiences is
playing a more significant role in how Canadians consume content.
Access to on demand content can spur long viewing sessions. Nearly
half of the respondents who use this service also admit to marathon
viewing -- sequentially watching three or more episodes or two or
more movies.
While TV screens are the main attraction, place-shifting has
increased in popularity as more Canadians watch content on
secondary screens. In fact, 71 per cent of respondents said
they tune into their favourite TV shows on their smartphones,
tablets and laptops.
The report reveals the following Canadian viewing trends --
from the typical viewing session and the gender divide, to the most
common (and uncommon) places to watch TV:
- The TV Marathon Generation: More than 80 per cent
of Canadians have watched three or more TV episodes or two or more
movies back-to-back this year. The longest consecutive viewing
session averages more than five hours on a weekday and almost seven
hours on a weekend. Those 34 years of age or under are the highest
volume viewers; more than half of those watching multiple episodes
find it difficult to 'wait to find out what happens next.'
- Screen Love: On average, Canadians say they fit in
22 hours of TV viewing per week, while one in 10 watches more than
40 hours per week. Next to TV screens, computers and laptops (57
per cent and 60 per cent, respectively) are the most commonly used
screens to view content, followed by smartphones (42 per cent) and
tablets (23 per cent). Those age 34 or under are more likely to
watch content on second screens (nine out of 10).
- The Multiscreen Tasker: Seven out of 10 Canadians who
own a smartphone, tablet or computer use one of these devices while
watching television. They use the second screen to look up
information online (more than a third), monitor social media
activity (one out of five) and text friends (one out of five).
- TV Joins Canadians in the Bedroom and the
Bathroom: More than half of Canadians who view content on
a smartphone or tablet continue to watch TV in bed, while one out
of 10 tune in while they are in the bathroom and at work.
- Screen Time vs. Snooze Time: Eight out of 10
Canadians admit to sacrificing sleep so they can watch more TV. Men
are twice as likely as women to show up late for work the next day
due to lengthy viewing sessions.
- Canadians Love to have a Laugh and Relax:
Canadians can laugh it off; six out of 10 viewers watch a copious
amount of comedy, while half are engrossed in action and / or
drama. Also, one out of 10 Canadians confess to paying less
attention to their personal appearance and almost half have
admitted to neglecting their household chores as a result of
marathon viewing.
- Remote Control, men vs. women: Chivalry is alive
and well. In adult-only households, men are more likely than women
to claim they "let their partner decide what to watch". Men have a
stronger love affair with their TV; participating in longer TV
viewing sessions (7.2 hours on average vs. 6.3 hours). When
consuming a large amount of content at once, men prefer sports,
while women opt for drama.
- TV is the Guest of Honour: Almost half of
Canadians have hosted or attended a viewing party in the past year,
with the majority starring sports, followed by multiple movies and
some or all of a season of a TV series.
Are you curious to know what kind of TV viewer you are? A
Multi-Tasker? Marathon Viewer? Find out here by submitting answers
to our Rogers Innovation Report infographic.
To download the comprehensive Rogers Innovation Report, visit
the SlideShare link here
About the Survey
Rogers Communications commissioned Head Research to conduct a
national survey of n=1,000 respondents among adult Canadians, along
with an additional n=275 interviews in New Brunswick and Newfoundland & Labrador in order to allow
for regional-level reporting. National-level data has been weighted
to reduce the influence of New
Brunswick and Newfoundland
& Labrador back to their non-augmented proportions.
Respondents were sourced from available non-probability based
panels. The national sample size of N=1,275 provides a
statistical margin of error of +/- 2.7%, 19 times out of 20,
assuming panellists do not differ from panellists, and respondents
do not differ from respondents. Analyses of sub-groups are
subject to a larger margin of error due to the smaller size of such
groups.
Fieldwork was conducted between April 3
and April 8, 2013.
About Rogers Communications
Rogers is a diversified Canadian communications and media company.
We are Canada's largest provider
of wireless voice and data communications services and one of
Canada's leading providers of
cable television, high speed internet and telephony services.
Through Rogers Media we are engaged in radio and television
broadcasting, televised shopping, sports entertainment, magazines
and trade publications, and digital media. We are publicly traded
on the Toronto Stock Exchange
(TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE:
RCI). For further information about the Rogers group of companies,
please visit www.rogers.com.
SOURCE Rogers Communications Inc.
Image with caption: "Survey shows that the majority of Canadians
are marathon viewers and multiscreen taskers, results are
summarized in the following infographic. (CNW Group/Rogers
Communications Inc.)". Image available at:
http://photos.newswire.ca/images/download/20130610_C6324_PHOTO_EN_27697.jpg